Generalized Attitude Measure – GAM
Measures an individual's generalized attitude toward a specific concept, person, or topic using semantic differential scales.
Scale Development & Technical Details
Scale Overview
The Generalized Attitude Measure – GAM was developed by James C. McCroskey (1966). It is designed to measure Generalized Attitude. The scale is intended for use with General population.
Scale Structure
This instrument consists of 6 items.
Response Format
Respondents rate each item using a custom response format.
Response anchors: 1 = Very strong feeling (Left anchor), 2 = Strong feeling (Left anchor), 3 = Fairly weak feeling (Left anchor), 4 = Undecided / Do not understand, 5 = Fairly weak feeling (Right anchor), 6 = Strong feeling (Right anchor), 7 = Very strong feeling (Right anchor).
The scale includes 3 reverse-scored items to reduce acquiescence bias.
Scoring
Items are summed to produce a total score.
Total scores range from 6 to 42. Interpretation guidelines:
- Negative Attitude: 6 – 17
- Neutral / Undecided: 18 – 30
- Positive Attitude: 31 – 42
Psychometric Properties
Internal Consistency: The scale has demonstrated good to excellent internal consistency with reported Cronbach’s alpha values of Cronbach's alpha typically ranges from .90 to .97.
Administration
The scale is self-administered and typically takes approximately 2 minutes to complete. It can be administered individually or in group settings. No special training is required for administration.