Twelve bipolar adjective pairs assess a person's overall image of a political candidate across dimensions including competence, honesty, success, attractiveness, calmness, and friendliness.
7-point semantic differential
Full scale items shown. Always cite the original source when using this scale in research.
Developed by Sanders and Pace (1977); applied by Tedesco (2002) with alphas .82–.89 across two candidates in pre- and post-test designs. A broad candidate image measure suitable for political advertising research.
Sanders, K., & Pace, T. (1977). The influence of speech communication on the image of a political candidate: 'Limited effects' revisited. In B. D. Ruben (Ed.), Communication Yearbook 1 (pp. 465–474). Transaction Books.
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