The investigations focused on two main subject areas. The first series of experiments explored the validity of verbal association based inferences as an attitude measure and predictor of behavior. When compared with paper-and-pencil methods, the association based attitude index (EDI) showed high positive correlation as a group measure and medium high correlation as an individual measure. None of the attitude measures provided for prediction of volunteering behavior in a real life situation involving strong demand characteristics and situational constraints. A second series of experiments explored the interrelationship of affective-evaluative components and perceptual-cognitive components as inferred from verbal association data. Racial images and the perception of the social environment were studied comparing the evaluations and perceptions by Black and White subjects. In general the value of the association data lies in their unique potential to provide valid attitudinal and perceptual data simultaneously with spontaneity and in true reflection of their actual saliences. (Author/CKJ)