A standardization of various aspects of the evaluation of 92 nouns

The evaluative component of attitudes is of importance in many fields of social psychological research. In order to provide standardized norms of different aspects of the evaluative component of attitude objects for future studies in these fields, the German translation of a set of 92 nouns that was often used in previous attitude research was administered to 72 subjects. Evaluation on a bipolar scale, separate ratings of positivity and negativity on unipolar scales, two indices of ambivalence, the proportion of "positive"-answers in a binary evaluative decision task and the mean latency for this evaluative decision were recorded in addition to word length and word frequency. The complete results of the standardization are reproduced in an appendix.