In this study neutral syllables pre-rated on Osgood's semantic differential scale were presented as names of blocks. After negative meaning was associated with the syllable XEH Ss re-rated the syllables on three descriptive scales. This conditioning of meaning was established by using unpleasant, weak, and mixed weak-unpleasant evaluative words. These affects were shown to be conditionable to the syllable XEH, to be transferable to a wooden block named XEH, and to be able to modify S's non-verbal behavior toward the labeled object, block XEH. The application of such words as negative reinforcers in psychotherapy was endorsed.
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