ISSUE SALIENCY AND THE CORRESPONDENCE BETWEEN MEASURES OF ATTITUDE.
Abstract
Several years ago a study reported that the correlation between attitude scores on Thurstone and semantic differential scales was greater when issue saliency was low than when issue saliency was high. The present study obtained the opposite results on two different issues using two different sets of attitude scales. The most parsimonious interpretation is that the low correlations in both studies were produced by a restricted range of scores on one or both scales. Contrary to the previous study's warning, the present results indicate that the semantic differential scale is no more vulnerable to changes in issue saliency than are other widely used measures of attitude. (Author)
Document Details
- Document Type
- Technical Report
- Publication Date
- Aug 01, 1969
- Accession Number
- AD0695000
Entities
People
- Charles D. Ward
- Gill D. Park
Organizations
- University of Maryland