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Graphology's Image

by Nigel Bradley

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Cite as: Bradley N (1999) Graphology's Image. In Coleman A (1999). Oxford 1999 Symposium on Graphology. British Institute of Graphologists

Available at http://www.wmin.ac.uk/marketingresearch/graphology/oxpress.htm

Introduction

Around 1871 Michon used the term "la graphologie" as a label for a branch of study which was documented as early as 1622. The word was adopted world-wide, just like some brand names are known internationally. In today's business world the image of brands, products and corporations are regularly measured. Any weaknesses are identified and steps are taken to rectify them. This article describes a survey that adopts contemporary methods of image measurement. It was carried out to assess how graphology may be viewed.

Background

In order to explain the importance of image in the context of graphology, it is useful to draw on the literature dealing with the marketing of brands. Kotler (1999:255-6) provides a suitable description.

In deciding whether to employ graphological analysis the potential user undergoes a complex evaluation process. S/he seeks certain benefits from graphology. These benefits will vary from recruiting appropriate employees, identifying dishonesty, identifying leadership, identifying team players etc.

Furthermore, the potential user will see graphology, not as a single entity, but as a "package" of different attributes. This "package" may include price, speed, ease of understanding, "quality" of output and so forth. The user will attach different levels of importance to these different attributes.

Finally the user will attach a set of 'beliefs' to each of these attributes. This set of beliefs is known as the Image. Kotler (1999:998) therefore defines brand image as "the set of beliefs that consumers hold about a particular brand".

Methodology

For this study the 'consumer' of graphological services has been subdivided into nine groups, some of these are direct users of practitioner services, others may have an interest. The groups are: The General Public, Business Owners, Personnel Managers, Academics, Psychologists, Journalists, The Police, The Legal Profession and finally Questioned Document Examiners.

A possible research design would be to select a representative sample from each of these groups and then to administer a questionnaire with image components. These different components could be amalgamated into an overall image assessment for each audience.

A more cost effective and practical approach was designed and implemented for this article. A structured questionnaire was created and administered to people with an interest in graphology. The questions asked how respondents thought the nine audiences viewed graphology. A six point scale was used to assess image, where 1 indicated Poor Image and 6 indicated Good Image. This is known as Osgood's semantic differential scale, which is a monopolar semantic scale.

The sample was a non-probability convenience sample. The questionnaire was delivered to subscribers of four Internet discussion groups and to recipients of a periodical. Questionnaires were delivered to approximately 400 individuals between October and December 1998.

Responses

The number of returned questionnaires reached 104, all of which could be analysed. This gives a response rate of 25 per cent. The people who responded had a long-standing commitment to the subject. 87% first became interested in graphology over five years ago and for 75% of respondents graphology was a part or full-time occupation. There was a predominance of females (70%), which is consistent with profiles found in graphology association memberships and conference delegates (Bradley 1989:18) and 85% of respondents were over 40 years of age. These facts suggest that the data on image is based on substantial experience in the field. Geographically, 28% of respondents were from Europe, 56% from USA and 16% from elsewhere.

Image Ratings for Different Audiences

Table 1 shows average ratings for respondents who felt able to give their views on nine audiences. Some were not able to rate views for certain groups. Notably questioned document examiners, the police and the legal profession could not be rated by about one fifth of the sample. Conversely the general public was rated by most.

The information in the table suggests that the graphology profession has a poor image among academics and psychologists, but enjoys a good image among the general public, and interestingly the police and legal profession.

Table 1 - Image Ratings (1=poor image; 6= good image)

Table 2 is an analysis of the question which asked "Excluding yourself, how well do you think graphologists are educated in psychology, graphology, research techniques, penmanship, and Questioned Document techniques? Again the percentage of respondents unable or unwilling to give an answer shows that the terms "penmanship" and "QD techniques" were perhaps not the best choice.

Table 2 - Perceived Education Levels of Graphologists

(1 = Poorly educated; 6 = Well educated)

From the information in Table 2 it would appear that the sample as a whole see graphologists as poorly educated in all subjects except graphology. Even graphology does not reach a rating of 5 or 6, implying that peers are not generally held in high esteem. Graphology is under constant attack by critics who use research to support their arguments and this was the reason for including research techniques in the question. The results imply that there may be room for improvement in this area.

Discussion

This simple study is not the first attempt to comment on graphology's image. Glauco Ceccarelli in Italy has, for many years, been examining the subject, with particular reference to the relationship between graphology and psychology (1979, 1980, 1994). His 1994 study of 36 graphologists concluded that scepticism and poor image are two problems faced by the profession.

An ambitious attempt was made to measure image in Italy, France and Brazil, the sample sizes achieved were varied from 20 to over 500 (see Battolla 1994; Boille 1994; and Da Motta et al, 1994). These three studies highlighted that not all people are aware of graphology and, of those who are, many feel unable to comment on it. They also pointed to the fact that perhaps over half of the general public in Italy and France consider graphology to be connected to psychology, either a branch of psychology or a technique used by psychologists. These same general publics in both France and Italy were asked about the future of graphology. Their overall perception was that it will develop but will find difficulty in being accepted "scientifically". Another finding was that graphology and questioned document expertise are often perceived to be the same thing or to be connected.

What Has Shaped Graphology's Image?

There are numerous determinants of image. The following items have been identified and are given as examples. Note that these are aspects that relate to image and not to the historical development of the subject itself.

One might add to this list the production of popular books on graphology. There have also been regular items in newspapers, magazines, and on the radio and television. All of these activities have brought the subject to the attention of the general public.

A more negative influence has also been at work. There have been a few critical articles. Two examples are the position papers on graphology produced by the British Columbia Civil Liberties Association (BCCLA) and the British Psychological Society (BPS). It is a matter of debate whether these have had an influence on the general public.

Another way of assessing the likely perception of graphology is to look at textbooks recommended for undergraduates studying Human Resource Management. In many such texts graphology is not mentioned, which may indicate a low awareness and priority. Texts that do mention it simply cite it as another possible tool for personnel selection.

Some texts go further , for example Mullins (1999:746) reads as follows: "despite its popularity in certain European countries, and with a growing number of employers in the UK the use and value of graphology is still the subject of much scepticism. The graphologist, however, rarely meets the applicants and is unlikely to have any possible bias or preconceived ideas on their personality or ability."

Price (1997:250) states: "In the UK there has been a marked resistance to its use, especially among psychologists. Moss (1992) attributes this to a lack of tradition in the UK. Recently, however, there has been a considerable upsurge of interest, fuelled partly by publicity from consultants but also by dissatisfaction with results of more traditional methods of selection."

These are the messages that are being directed towards business students in the late 1990s.

Conclusions

From this overview of secondary and primary data that concern the image of graphology, several conclusions may be drawn.

1. Graphology is not known widely as a word or subject area.
2. Some associate it with questioned document examination.
3. Some associate it with Astrology and occult subjects
4. Some see it as "unscientific."
5. The use being made of graphology is perceived to be increasing.

References and Notes

Battolla, R - Risultati della ricerca realizzata in Italia (1994) Attualita Grafologica No 51 pp23-26

Boille N - Risultati della ricerca realizzata in Francia(1994) Attualita Grafologica No 51 pp27-33

Bradley NR (1989) 100 Studies in Handwriting and Related Topics (NRB Chesterfield)

Ceccarelli G - Indagine su alcuni aspetti del rapporto fra grafologia e psicologia (1979) Scrittura 29 pp21-33

Ceccarelli G - Infornazione e opinioni sulla grafologia nei non grafologi (1980) Scrittura 33 pp18-34

Ceccarelli G - L'Immagine della grafologia (1994) Attualita Grafologica No 51 pp17-22

Ceccarelli G in Scienze Umane & Grafologia N0 3 (1994) pp103-137)

Da Motta, Heloisa Lourdes A. - Risultati della ricerca realizzata in Brasile(1994) Attualita Grafologica No 51 pp34-35

Kotler P et al (1999) Principles of Marketing. 2^nd European Edition (Prentice Hall Europe)

Mullins LJ (1999) Management and Organisational Behaviour (Pitman Publishing)

Price A (1997) Human Resource Management in a Business Context (International Thomson Business Press)

Notes

1.US Dept of Labor moved the occupation of Graphologist away from Classification of Amusement and Recreation. Also the Dewey Decimal Library Classification moved it away from the occult. Instigated by Rose Matousek in the period 1980-1990.

2.The Spain's Ministry of Economics and Business reclassified graphology as an occupation. It was moved away from Astrology, and placed beside Questioned Document Examination. Instigated by Dott Josip Sadurni Selva (1992-3).

3. Education ministries in Italy and Argentina allow Graphology degrees.

4. Presented to the British Graphology Symposium, Oxford 3 September 1999. Copyright 1999 Nigel Bradley

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