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…

The measurement of racial attitudes in contemporary America is presented with some serious methodological obstacles. In an attempt to eliminate these obstacles, Sedlacek and Brooks developed the Situational Attitude Scale (SAS) to measure the attitudes of whites toward blacks. It includes two Forms, A and B. The effects of the same individual…

An experimental study examined the possibility that proximity error could bias results from semantic differential questionnaires. Proximity error occurs when, due to the ordering, or polarity, of the differential scales, one answer on the semantic differential results in another answer to a subsequent question being substantially changed from what…