Associative group analysis

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Associative group analysis (AGA) is an inferential approach to analyze people's mental representations, focusing on subjective meanings and images to assess similarities and differences across cultures and belief systems. Culture can be regarded as "a group-specific cognitive organization or world view composed of the mosaic elements of meanings [1] ". A language, as a communication tool in daily life, contains culturally specific meanings for people who use it. The words people use reflect not only their cognitions, but also their affections and behavioral intentions. To understand differences in psychological meaning across cultures, it is useful to analyze words in a language. The words people use reflect their thinking or feeling. Thinking, or more precisely the cognitive process, together with feeling, guides most of human behavior. By using AGA, we are able to understand how different groups organize and integrate their perceptions and understandings of the world around them.

Contents

AGA assumes a close relationship between people's subjective understandings and their behavior. The verbal associations are determined largely by a decoding of meaning reaction. The disposition of associations then guides the overt reaction. AGA defines the stimulus word as the unit of analysis (rather than individuals, groups, or society, etc.) and as the key unit in the perceptual representational system. By analyzing free verbal associations, researchers can determine the vertical and horizontal structure of the belief system.

Perceptual representational system

The perceptual representational system includes what people perceive and think about an issue, object, behavior, etc. It is an inclusive worldview, composed of interdependent, representational units. There are three characteristics central to the perceptual-representational system.

Hierarchy of priorities

Among the representational units, some are more salient or dominant than others. For example, "Free market" is more salient to capitalistic countries than to communist countries.

Relatedness or affinity

Some units cluster into a larger category, sharing similar meanings and thus increasing the strength of selected views and beliefs. For example, the theme "Self" to some groups denotes individual self since people might associate this word with "Me", "Individual", "Esteem", "Person", etc. However, for other groups of people, the concept of self is a social self. They associate it with "Society", "Family", "Responsibility", etc. These clusters identify the culture, beliefs, and assumptions that can help us predict areas of motivation, vulnerability, need and concern within the group.

Affect loading

The representational units are tinted with emotions, feelings and evaluations. E.g., "Marijuana" may convey negative images like "hell" or "illegal" for some groups of people where its usage is illegal, but neutral meanings for others.

From the above three characteristics, the AGA method focuses on three main categories of information:

  1. The meaning composition of selected themes.
  2. The dominance of themes (i.e., the relative positions in a vertical dimension of priorities).
  3. The relationship among themes and among their natural clusters (i.e., the horizontal patterns of affinities)

Sampling

AGA is not used as a survey instrument. It is a sociological approach, with the primary goal of assessing people's subjective representation of their experiences as conveyed by their priorities, perceptions, and meanings. Therefore, the AGA approach is closer to anthropological strategies that intensively assess culturally representative small groups rather than to strategies that use carefully organized large samples. Since statistical significance is not the primary concern, a sample of 50 to 100 respondents is sufficient. However, if the group is quite heterogeneous with considerable variation among subjects, a larger number of subjects is needed ( [2] ).

Data collection procedure

Subjects are given a card with stimulus word (theme) in their native language. Each card lists one theme on multiple lines and includes space for writing down subjects’ free associations to the stimulus word. Cards are given in a random order and subjects are told to give any response that occurred to them in the context of the theme within one minute. After one minute, another card is given. To conduct a reasonably comprehensive study, 50 to 100 themes should be presented. For an in-depth study, 100 to 200 systematically selected themes are required.

After collecting data, scores are assigned to responses to indicate the relative importance of that response to the theme's psychological meaning. The weights are assigned to each response according to the proximity of the response to the stimulus word, in a consecutive order of 6, 5, 4, 3, 3, 3, 3, 2, 2, 1, 1......

The group responses contain a rich source of culturally-specific information. The dominant mindset is the group's most salient themes configured with their themes of closest affinity, presented by semantographs.

Semantograph

Differences in meaning of individual themes can be shown by using semantographs. Figure 2 shows how Russian and American managers associate the theme "Freedom". American associations are indicated in blue, and the Russian associations are indicated in red. The vertical axis contains the associated words for the two groups, and the horizontal axis represents the weighted score for each associated word.

Application

The characteristics of the AGA method make it well suited for research on cultural/belief change and comparative studies of cultural differences among national groups. Kelly [3] used AGA in a curriculum study. In a curriculum development project called "Justice and the City", to evaluate whether the concept of justice is learnt by students from the curriculum project, 41 themes grouped into four basic domains (Basic Values, Means/End, Analytical Units, and Political-Economic Orientation domains) were given to students. A content analysis of the responses to the stimulus word "justice", revealed that the meaning of justice was substantially changed in the experiment. Students in all urban affairs/public policy classes listed specific kinds of justice (e.g., religious, corporate, natural, liberal, Marxist) and public policy issues in the cards while these responses did not appear in the pretest.

Another AGA study was used in assessing the cultural adaption of Filipinos who had been in the U.S. Navy. Three groups of Filipinos were compared to similarly composed groups of Americans: those who were newly recruited to the U.S. Navy, those who had been in the Navy between 1 and 10 years, and those who had been in the Navy from 11 to 25 years. The results indicated that cultural adaptation occurred most in domains such as "Work" and "Service". Cultural adaptation occurred least in domains such as "Family", "Friends", "Society", "Interpersonal Relations", and "Religion". These domains are most influenced by tradition and early socialization. This study also revealed that cultural adaption is also a function of time spent in the host environment. The change from the first group (new recruits) to the second group (those who had been in the Navy 1–10 years) is faster than the change from the second group to the third group (those who had been in the Navy 11–25 years).

Limitation

  1. The method's authors do not offer a measure of significance.
  2. This method reveals the power, density, and constraints of a theme, [4] but the interpretation of a word might be context dependent. For example, Russians associated "innovation" with "change", but we don't know the change is interpreted as negative or positive.

Related Research Articles

Semantics is the study of meaning, reference, or truth. The term can be used to refer to subfields of several distinct disciplines including philosophy, linguistics, and computer science.

Attention Psychological process of selectively concentrating on a discrete aspect of information

Attention is the behavioral and cognitive process of selectively concentrating on a discrete aspect of information, whether considered subjective or objective, while ignoring other perceivable information. William James (1890) wrote that "Attention is the taking possession by the mind, in clear and vivid form, of one out of what seem several simultaneously possible objects or trains of thought. Focalization, concentration, of consciousness are of its essence." Attention has also been described as the allocation of limited cognitive processing resources. Attention is manifested by an attentional bottleneck, in term of the amount of data the brain can process each second; for example, in human vision, only less than 1% of the visual input data can enter the bottleneck, leading to inattentional blindness.

Categorization is the human ability and activity of recognizing shared features or similarities between the elements of the experience of the world, organizing and classifying experience by associating them to a more abstract group, on the basis of their traits, features, similarities or other criteria. Categorization is considered one of the most fundamental cognitive abilities, and as such it is studied particularly by psychology and cognitive linguistics.

Worldview Fundamental cognitive orientation of an individual or society

A worldview or world-view is the fundamental cognitive orientation of an individual or society encompassing the whole of the individual's or society's knowledge and point of view. A worldview can include natural philosophy; fundamental, existential, and normative postulates; or themes, values, emotions, and ethics.

Wishful thinking

Wishful thinking is the formation of beliefs based on what might be pleasing to imagine, rather than on evidence, rationality, or reality. It is a product of resolving conflicts between belief and desire.

Psychophysics quantitatively investigates the relationship between physical stimuli and the sensations and perceptions they produce. Psychophysics has been described as "the scientific study of the relation between stimulus and sensation" or, more completely, as "the analysis of perceptual processes by studying the effect on a subject's experience or behaviour of systematically varying the properties of a stimulus along one or more physical dimensions".

In psychology, a projective test is a personality test designed to let a person respond to ambiguous stimuli, presumably revealing hidden emotions and internal conflicts projected by the person into the test. This is sometimes contrasted with a so-called "objective test" / "self-report test", which adopt a "structured" approach as responses are analyzed according to a presumed universal standard, and are limited to the content of the test. The responses to projective tests are content analyzed for meaning rather than being based on presuppositions about meaning, as is the case with objective tests. Projective tests have their origins in psychoanalysis, which argues that humans have conscious and unconscious attitudes and motivations that are beyond or hidden from conscious awareness.

The implicit-association test (IAT) is a controversial assessment in the field of social psychology intended to detect the strength of a person's subconscious association between mental representations of objects (concepts) in memory. It is commonly applied to assess implicit stereotypes held by test subjects, such as unconsciously associating stereotypically black names with words consistent with black stereotypes. The test's format is highly versatile, and has been used to investigate biases in racial groups, gender, sexuality, age, and religion, as well as assessing self-esteem.

Salience is the state or condition of being prominent. The Oxford English Dictionary defines salience as "most noticeable or important." The concept is discussed in communication, semiotics, linguistics, sociology, psychology, and political science. It has been studied with respect to interpersonal communication, persuasion, politics, and its influence on mass media.

Affect, in psychology, refers to the underlying experience of feeling, emotion or mood.

This glossary of education-related terms is based on how they commonly are used in Wikipedia articles. This page contains terms starting with A – C. Select a letter from the table of contents to find terms on other pages.

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The methods of neuro-linguistic programming are the specific techniques used to perform and teach neuro-linguistic programming, a pseudoscience which teaches that people are only able to directly perceive a small part of the world using their conscious awareness, and that this view of the world is filtered by experience, beliefs, values, assumptions, and biological sensory systems. NLP argues that people act and feel based on their perception of the world and how they feel about that world they subjectively experience.

Priming is a phenomenon whereby exposure to one stimulus influences a response to a subsequent stimulus, without conscious guidance or intention. For example, the word NURSE is recognized more quickly following the word DOCTOR than following the word BREAD. Priming can be perceptual, associative, repetitive, positive, negative, affective, semantic, or conceptual. Research, however, has yet to firmly establish the duration of priming effects, yet their onset can be almost instantaneous.

Cultural consensus theory is an approach to information pooling which supports a framework for the measurement and evaluation of beliefs as cultural; shared to some extent by a group of individuals. Cultural consensus models guide the aggregation of responses from individuals to estimate (1) the culturally appropriate answers to a series of related questions and (2) individual competence in answering those questions. The theory is applicable when there is sufficient agreement across people to assume that a single set of answers exists. The agreement between pairs of individuals is used to estimate individual cultural competence. Answers are estimated by weighting responses of individuals by their competence and then combining responses.

Circles of Sustainability

Circles of Sustainability is a method for understanding and assessing sustainability, and for managing projects directed towards socially sustainable outcomes. It is intended to handle 'seemingly intractable problems' such as outlined in sustainable development debates. The method is mostly used for cities and urban settlements.

The New Zealand Attitudes and Values Study (NZAVS) is a longitudinal study conducted in New Zealand. The NZAVS was started in 2009 by Chris Sibley, a professor in psychology at the University of Auckland. The NZAVS was inspired by major social surveys conducted internationally, such as the National Election Studies, the World Values Survey and the General Social Survey, and aims to provide a similar resource for New Zealand. As of November 8, 2016, the NZAVS research team had published 100 peer reviewed publications using data from the study.

Cultural differences can interact with positive psychology to create great variation, potentially impacting positive psychology interventions. Culture influences how people seek psychological help, their definitions of social structure, and coping strategies.

References

  1. 2. Szalay, L. B., Maday, B. C., Blacking, J., Bock, B., Fischer, J. L., Frisch, J. A., Healey, A., Hoppal, M., Laosa, L. M., Swartz, J. D., Maranda, P., Powesland, P. F., Voight, V. (1973) "Verbal associations in the analysis of subjective culture [and comments and reply]", Current Anthropology, 14 (1/2), pp. 33-50.
  2. Szalay, L. B. and Kelly, R. M. (1982) "Political ideology and subjective culture: Conceptualization and empirical assessment", the American Political Science Review, 76 (3), pp. 585-602.
  3. Kelly, R. M. (1985) "the Associative group analysis method and evaluation research", Evaluation Review, 9 (35), pp. 35-50.
  4. Bovasso, G., Scalay, L. Boase, V., and Stanford, M. (1993) "A graph theory model of the semantic structure of attitudes", journal of Psycholinguistic Research, 22, pp. 411-425.