Generalized Attitude Measure

1) Good 1 2 3 4 5 6 7 Bad
2) Wrong1 2 3 4 5 6 7 Right
3) Harmful 1 2 3 4 5 6 7 Beneficial
4) Fair 1 2 3 4 5 6 7 Unfair
5) Wise 1 2 3 4 5 6 7 Foolish
6) Negative 1 2 3 4 5 6 7 Positive
 
“1” and “7” indicate a very strong feeling. Numbers “2” and “6” indicate a strong feeling. Numbers “3” and “5” indicate a fairly week feeling. Number “4” indicates you are undecided or do not understand
Reverse code: 1‚ 3‚ & 4
 
 

McCroskey‚ J. C. (1966).Experimental studies of the effects of ethos and evidence in persuasive communication. Unpublished doctoral dissertation .Pennsylvania State University.

McCroskey‚ J. C.‚ & Richmond‚ V. P.(1989).Bipolar scales. In P. Emmert & L. L. Barker (Eds.)‚ Measurement of Communication Behavior (pp. 154-167).New York: Longman.

McCroskey‚ J. C.‚ & Richmond‚ V. P.(1996).Fundamentals of human communication: An interpersonal perspective. Prospect Heights‚ IL: Waveland Press.

McCroskey‚ J. C. (2006). Reliability and Validity of the Generalized Attitude Measure and Generalized Belief Measure. Communication Quarterly 54(3):265-274.

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