A form of multidimensional scaling applicable to both rectangular proximity matrices where the rows and columns refer to different sets of stimuli, for example, judges and soft drinks, and asymmetric proximity matrices, for example, citations of journal A by journal B and vice versa. Unfolding was introduced as a way of representing judges and stimuli on a single straight line so that the rank order of the stimuli as determined by each judge is reflected by the rank order of the distance of the stimuli to that judge.