A METHODOLOGICAL AND THEORETICAL CONSIDERATION OF THE IMPLICATIVE MEANING PROCEDURE
ILLINOIS UIV AT URBANA GROUP EFFECTIVENESS RESEARCH LAB
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The unidimensional and multidimensional models of attitude structure were compared by means of an attitude instrument, the implicative meaning IM procedure. The unidimensional model considers the IM procedure an indirect measure of attitudinal affect, whereas the multidimensional model considers it a measure of attitudinal cognition that has some overlap with measures of affect. Correlations between IM scores and an independent measure of affect, semantic differential SD evaluations, were obtained. The average level of correlation was quite low x sub rs about .40, generally controlling less than 30 of the reliable common variance, across 2 experiments and 3 samples. Several other hypotheses were derived from the models and tested in a factorial design in the second experiment, the results generally supporting the multidimensional model and failing to support the unidimensional model.