Descriptor
| Attitude Change | 1 |
| Attitude Measures | 1 |
| College Students | 1 |
| Communication Research | 1 |
| Measurement Techniques | 1 |
| Media Research | 1 |
| Research Methodology | 1 |
| Semantic Differential | 1 |
| Test Reliability | 1 |
| Test Validity | 1 |
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| Communication Quarterly | 1 |
Author
| Cappella, Joseph | 1 |
| Lull, James | 1 |
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| Journal Articles | 1 |
| Reports - Research | 1 |
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Peer reviewedLull, James; Cappella, Joseph – Communication Quarterly, 1981
Presents a new approach to attitude measuring that provides a comprehensive index of favorability and salience, the primary attributes relevant to the study of any attitudinal issue. The new technique effectively separates indifferent research subjects from those who are neutral toward attitudinal issues. Discusses methodological advantages and…
Descriptors: Attitude Change, Attitude Measures, College Students, Communication Research
