| Abstract: | How valuable is the semantic differential in measuring audience attitudes toward people they see on TV? An audience of 20 people made semantic differential ratings of 3 TV personalities and the TV program used in this study, and of a person they had watched elsewhere on TV, in a pretest, posttest and follow-up. "The postprogram ratings accurately predicted the follow-up ratings." The evidence favored the validity of the technique. From Psyc Abstracts 36:02:2GD35K. (PsycINFO Database Record (c) 2010 APA, all rights reserved) |
