During the fall 1973 semester, a sample of University of Southern California (USC) faculty affiliated with schools that offer both graduate and undergraduate programs completed a confidential questionnaire covering a broad range of topics regarding their relationship to the university. Using factor analysis, the responses of selected questionnaire items were combined to measure the amount of interest the faculty member has in four areas of professional activity: administration, performance, research, and teaching. An analysis was made of the relationship of the four interest measures to faculty perceptions of USC and their opinions on USC policies and practices. There was a consensus across all four interest dimensions in the extent of agreement with the university's academic goals and directions. Some differences in the perceptions of faculty status and experiences at USC are associated with relative amounts of interest in the four areas. It is concluded that programs assuming stereotypic behavior from a categorization of faculty (e.g., the "scholar" or the "teacher") are unlikely to be effective. (Author/LBH)