Showing papers by "Joseph N. Cappella published in 1976"
01 Jan 1976
TL;DR: In this article, a new measure of attitude, the attitude pie, is introduced, which attempts to separate true neutrality from degree of indifference while providing an evaluation score on the issue being judged.
Abstract: ABSTRACT This paper introduces a new measure of attitude, the "attitude pie," which attempts to separate true neutrality from degree of indifference while providing an evaluation score on the issue being judged. A large reliability-validity study involving ten attitude traits, four different methods, and over one hundred subjects at three different times was undertaken. Results from the study indicated that the reliabilities of both the salience and positivity scores of the attitude pies behave acceptably as compared to Semantic Differentials, Likarts, and Rank Importance procedures. Similarly the validity of the positivity scores is roughly comparable 4:. , that of the Semantic Differentials and Likert scales for °valuation. On the basis of the evidence from this study it was concluded that the attitude pie is at least as useful a tool in assessing group positivity and group indifference as either Semantic Differential or Likert methods. (TS)