Olson James M, Goffin Richard D, Haynes Graeme A
Department of Psychology, University of Western Ontario, London, Ontario, Canada.
J Pers Soc Psychol. 2007 Dec;93(6):907-26. doi: 10.1037/0022-3514.93.6.907.
The authors report 4 studies exploring a self-report strategy for measuring explicit attitudes that uses "relative" ratings, in which respondents indicate how favorable or unfavorable they are compared with other people. Results consistently showed that attitudes measured with relative scales predicted relevant criterion variables (self-report of behavior, measures of knowledge, peer ratings of attitudes, peer ratings of behavior) better than did attitudes measured with more traditional "absolute" scales. The obtained pattern of differences in prediction by relative versus absolute measures of attitudes did not appear to be attributable to differential variability, social desirability effects, the clarity of scale-point meanings, the number of scale points, or overlap with subjective norms. The final study indicated that relative measures induce respondents to consider social comparison information and behavioral information when making their responses more than do absolute measures, which may explain the higher correlations between relative measures of attitudes and relevant criteria.
作者报告了4项研究，这些研究探索了一种用于测量显性态度的自我报告策略，该策略使用“相对”评分，即让受访者指出与其他人相比，他们的态度有多积极或消极。结果一致表明，用相对量表测量的态度比用更传统的“绝对”量表测量的态度能更好地预测相关标准变量（行为的自我报告、知识测量、态度的同伴评分、行为的同伴评分）。相对与绝对态度测量在预测上所获得的差异模式似乎并非归因于差异变异性、社会期望效应、量表点含义的清晰度、量表点的数量或与主观规范的重叠。最后一项研究表明，与绝对测量相比，相对测量会促使受访者在做出反应时更多地考虑社会比较信息和行为信息，这可能解释了相对态度测量与相关标准之间更高的相关性。
