Attitude Toward the Political Candidate's Message

What it measures

A five-item semantic scale designed to measure a person's opinion of a political candidate as well as a formal statement apparently written by the candidate.

Response format

7-point semantic differential

Scale items

• bad / good
• unfavorable / favorable
• ineffective / effective
• poorly written / well written
• unimportant / important

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Formal validity assessment was not reported by the original authors.

Citation

Kim, Hakkyun, Akshay R. Rao, and Angela Y. Lee (2009), “It’s Time to Vote: The Effect of Matching Message Orientation and Temporal Frame on Political Persuasion,” Journal of Consumer Research, 35 (6), 877-889.

Keywords