This three-item semantic differential measures how far a U.S. citizen places themselves toward the conservative or liberal end of politics, using the liberal–conservative, left–right, and Democratic–Republican poles. Fernandes et al. (2022) used it in a Study 3 post-test, with 309 MTurk participants, in research on how political identity shapes customer satisfaction. No source was given, and the items appear to have been written by the authors.
Semantic differential (number of points not reported; 7 points would match the other multi-item measures in the studies)
Full scale items shown. Always cite the original source when using this scale in research.
Alpha was .88 in the Study 3 post-test (Fernandes et al. 2022, p. 126). Discriminant validity was supported in a CFA alongside two other measures (Fornell–Larcker criterion: each AVE exceeded the squared inter-construct correlations), and the scale's AVE of .73 points to adequate convergent validity. The number of response points was not reported. Directions: 'Please locate yourself on the following scale of political orientation.' The items are specific to the U.S. two-party system; the third item needs local party labels elsewhere. See also Political Ideology Scale (ID 1786), Partisan Identity Scale (ID 90468), and Political Ideology (Liberal–Conservative Self-Identification) (ID 90482).
Fernandes, Daniel, Nailya Ordabayeva, Kyuhong Han, Jihye Jung, and Vikas Mittal (2022), "How Political Identity Shapes Customer Satisfaction," Journal of Marketing, 86 (6), 116-134.
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