Accession Number : AD0664675

Title :   A SEMANTIC DIFFERENTIAL ANALYSIS OF CONCEPTS ASSOCIATED WITH A PRESIDENTIAL ELECTION.

Descriptive Note : Technical rept.,

Corporate Author : MARYLAND UNIV COLLEGE PARK DEPT OF PSYCHOLOGY

Personal Author(s) : Rosenbaum,Leondard L.

Report Date : DEC 1967

Pagination or Media Count : 19

Abstract : The semantic differential, employing six politically relevant concepts and eleven rating scales, was administered to Johnson supporters, Goldwater supporters, and nonpartisan students before and after the 1964 presidential election. Before the election the subjects' preferred candidate clustered with the more favorably evaluated concepts. Following the election, the supporters of both the winning and the losing candidate positioned the rival candidate closer to the positively valued concepts in semantic space. The technique is seen as an effective procedure for the indirect measurement of attitudes in situations where a direct approach through attitude scales might be impractical or inadvisable. (Author)

Descriptors :   (*SOCIAL PSYCHOLOGY, *ATTITUDES(PSYCHOLOGY)), (*SOCIAL COMMUNICATION, SEMANTICS), BEHAVIOR, POLITICAL SCIENCE, FACTOR ANALYSIS

Subject Categories : Psychology

Distribution Statement : APPROVED FOR PUBLIC RELEASE