According to the psycho-lexical approach in the taxonomy of individual differences, those interpersonal differences, which are the most important for social functioning of individual, have been encoded into natural languages. Therefore by analyzing the lexicons of interpersonal differences, it is possible to identify structures of their descriptions. Application of the psycho-lexical approach in the field of psychology of individual differences lead to obtaining the relatively high consistency regarding scientific taxonomy of personality traits. Also models developed on this basis meet the most important criteria of goodness of the psychological structural models. As a result, the accumulation of knowledge about person’s psychological functioning have been intensified. The aim of the article is to present the specificity of lexical studies and their taxonomical potential for social sciences, as well as key threats and limitations, based on experience of previous psycho-lexical research.

Wizerunek/postrzeganie partii politycznej (PPP) należy do konstruktów, których zawartość oczekuje na taksonomię naukową. Brak konsensu wśród badaczy co do uniwersalnych kulturowo wymiarów PPP i narzędzi do ich pomiaru uniemożliwia systematyczną kumulację wiedzy na temat determinantów PPP i jego wpływu na decyzje wyborcze. Celem prezentowanych badań leksykalnych jest weryfikacja pięcioczynnikowej struktury PPP i walidacja skal do jego pomiaru. Artykuł przedstawia wyniki sześciu badań przeprowadzonych na polskich wyborcach w latach 2011–2019. Wyniki wskazują na wysoką stabilność pięcioczynnikowej struktury PPP na poziomie różnic indywidualnych (wyborcy) w wymiarach osobowościowych i pozaosobowościowych. Opracowane narzędzie pomiaru PPP cechują satysfakcjonujące wskaźniki psychometryczne oraz wysoka moc wyjaśniająca preferencji politycznych wyborców. Omówiono ograniczenia wynikające z różnych możliwych poziomów analizy struktury wizerunku partii na poziomie wyborcy versus partie.

The presented article consists of two studies (correlation and experimental) on the importance of self-esteem for the perceived value added by a brand to a consumer’s self-image. Both studies were conducted online, using the snowball method, controlling for participants’ gender and product categories. The correlation study showed that consumers, with an increase in self-esteem understood as a trait, look for more positive traits in brands and fewer negative traits to incorporate into their self-image by purchasing the brand. In addition, they confirmed that brand preference is mainly related to the qualities possessed, which the consumer can confirm by purchasing the brand. The experimental study showed that people with lowered self-esteem perceive more positive traits in brands that they can incorporate into their self-image by purchasing the brand, and there were no differences in confirming positive traits and avoiding negative traits that are associated with the brand. The new measurement of the perceived value of a brand to a consumer’s self- image, used, allowed the identification of specific areas of brand image sensitive to a consumer’s self-esteem.