Attitude Intensity and the Neutral Point on Semantic Differential Scales

Reliability and Validity of the Generalized Attitude Measure and Generalized Belief Measure

“…Subsequent research, including some employing the six-item GAM, determined this concern was not valid in important cases (McCroskey, 1968b;McCroskey, Prichard, & Arnold, 1967). Of primary importance was the finding that single bipolar items typically do not produce interval data; however, it was found that an instrument with six bipolar items (i.e., the GAM) does generate such data.…”

“…Such requirements now are common in most communication journals that publish quantitative research. However, in the early years after the development of the GAM, there were few reports of the internal or test-retest reliability of the instrument (e.g., Arnold, McCroskey, & Prichard, 1972;McCroskey, 1968bMcCroskey, , 1969McCroskey, Prichard, & Arnold, 1967;.…”

“…Scholarly lore suggests that single items are ''notoriously unreliable,'' even though no internal reliability can be tested with a single item, and there are numerous examples of satisfactory test-retest reliabilities for single items. However, since earlier research (McCroskey, Prichard, & Arnold, 1967) also had determined that single bipolar items did not measure equal intervals of intensity-but that six item measures did meet that criterion-it was decided to attempt to develop a measure of belief with six bipolar items.…”

Modeling Information Operations in a Tactical-level Stabilization Environment

“…There is evidence to suggest that extremity of attitude is positively correlated with strength of attitude, supporting the use of a variable threshold which assumes that the most neutral attitude will on average be the easiest to change. 5 The function will take the form of a set of curves inspired by the approach used in existing Dstl work when creating the Integrative Combat Identification Entity Relationship Model (INCIDER; based on work undertaken by the author with Dean, Mistry, Hynd and Syms).…”

Measurement of computer user satisfaction

“…Thus, the response categories varied in intensity of feeling in near equal intervals . Prichard , and Arnold (1967) examined the assumption of the origin placement at the scale midpoint.…”