Predicting response to semantic differential scales from verbal behavior

• Dominic A. Infante ^[1]
  1. [1] Kent State University

     Kent State University

     City of Kent, Estados Unidos

     
• Localización: Southern communication journal, ISSN 1041-794X, Vol. 44, nº 4, 1978, págs. 355-363
• Idioma: inglés
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• Resumen

  • This study discovered validity evidence, from a communication perspective, for semantic differential scales designed to measure attitude toward an object. The favorableness of sources’ verbal behavior about an object was related to sources’ attitudes toward the object. Receivers were able to estimate accurately sources’ attitudes and the favorableness of sources’ verbal behavior. The results were predicted from attitude theory and suggest the validity of the scales.