Cognition and Emotion by Beller PDF

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6. Yov example, taking the entries in the first col umn, we have = Sl - Sl = Sl Z\3 Sl - Sz Zl4 Sl -S, Zl5 Sl - s. - S's Zl6 Zn or, in general, -s. 12) where j can take values from I to n. 13) 36 Techniques of Attitude Scale Construction n where 2 ZM means that column (1) is held constant and the j=} summation is over the n rows of the table. The first term on the right is n times the scale value of Stimulus 1 and the secorid term is the sum of the scale values o f a l l n stimuli on the psychological continuum.

3 could be obtained from those in the first column. As a maitter of convenience in our calculations of the scale values for the various stimuli, we write the entries above the diagonal as well as those below. That is why we have also included the diagonal entries. CASE V : C O M P L E T E D A T A To illustrate the calculation of scale values, we make use of data provided by Hill (1953). At the time of the Korean war. 2 STIMULI 1 2 3 i rt 1 2 3 Z21 Z3i Zi\ Zl2 Z22 Z32 Z12 •Jn) Zm Zl3 Z23 Z33 Zi3 Zn3 j Zu Z21 Z3i Zil n Zin Z2n Z3n Zin Sums Means 2-C2Zi.

14 Techniques of Attitude Scale Construction 3. Avoid statements that may be interpreted in more than one way. 4. Avoid statements that are irrelevant to the psychological object under consideration. 5. Avoid statements that are likely to be endorsed by almost everyone or by almost no one. 6. Select statements that are believed to cover the entire range of the affective scale of interest. 7. Keep the language ofthe statements simple, clear, and direct. 8. Statements should be short, rarely exceeding 20 words.

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Cognition and Emotion by Beller


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