The present study investigated variability in word meaning as a function of attitude and experience. An inverse relationship was predicted between favorableness toward and extent of participation in an activity and the quantitative adverb selected to describe its median frequency of occurrence. Those Ss who dislike an activity assign a higher frequency adverb to its rate of occurrence than do those who like the activity. Similarly, those who participate infrequently in an activity assign a higher frequency adverb to its rate of occurrence than do those who participate more frequently. It is suggested that the ratings reflect the actual differences in frequency of participation among Ss.