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Abstract
A new approach to attitude measurement is presented 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. Methodological advantages and theoretical applications of the new technique are discussed in relation to research in interpersonal communication, persuasion and attitude change, and mass communication. Reliability and validity of “attitude pie” were tested vis‐à‐vis semantic differential and Likert‐type scales using a variant of the multitrait‐multimethod (MTMM) procedure. A large reliability and validity study involving 10 attitude traits, four methods, and more than 100 subjects at three points in time over a two‐month period was undertaken. Reliability for “positivity” and “salience” of the new technique compared favorably with standard scales. Validity of the new technique was acceptable on the evaluative dimension for individuals and groups. Validity of the salience dimension was demonstrated for grouped data.
