A study was conducted in which 38 undergraduate students and 64 executives were shown photographs of eight dffferent companies' reception areas. Subjects responded to each photograph by completing 12 bipolar adjective scales indicating their impressions of these companies. Factor analyses of their responses revealed two dimensions underlying these judgments: consideration and control. ANOVAs revealed that subjects formed different impressions of consideration and control across the eight firms pictured. Design and conceptual implications are discussed.
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