Research Problem: Can the semantic differential instrument be used to measure attitude intensity.
Hypothesis: Person’s responding with a high degree of ego-involvement on the social judgement instrument will tend to respond to the extreme position of the semantic differential.
Method: Data was collected from the Bush-Benteen senatorial race in the 1970 Texas election. The semantic differential attitude instrument was administered as well as the social judgement instrument to measure attitude intensity. The aim was to determine if a correlation existed between the latitude of rejection, (a measure of ego-involvement on the social judgement instrument), and the number of extremes marked on the semantic differential instrument.
Results: A correlation of 0.1648 was found between the latitude of rejection and the number of extreme positions marked. These finding indicate that the relationship between the two was directional but not statistically significant.
Conclusion: There is only a slight tendency for the semantic differential to be used as an indicator of attitude intensity. Additionally, the semantic differential is more responsive in reflecting an attitudinal shift in pre and post configuration than in a single measurement of attitude intensity.