Subjects (N=225) drawn from ten subpopulations were asked to rate nine different concepts on 39 evaluative semantic differential scales plus the “strong-weak” and “fast-slow” scales. Nineteen separate factor analyses (principal factoring with iteration followed by Varimax rotation) were performed for: (1) all subjects rating all concepts, (2–10) all subjects rating each concept, (11) adult males rating all concepts, (12) adult females rating all concepts, (13) college students rating all concepts, (14) nonstudents rating all concepts, (15) fifth grade students rating all concepts, (16) all males rating “Liz Taylor,” (17) all females rating “Liz Taylor,” (18) all males rating “your father,” and (19) all females rating “your father.” Rotated factor loadings greater than .50 are displayed for all analyses. There is little apparent similarity among the factor structures. In addition, oblique (Oblimin) and Quartimax rotations are performed for two of the analyses (all subjects rating “LBJ” and “U.S. Government”). The three rotated factor structures for each concept differ radically.