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RISS 인기검색어
- 검색키워드
- 저자 : Steven Cox (검색결과 2 건)
- 무료
- 기관 내 무료
- 유료
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The Comparability of a Facial Expression Scale with a Verbal-numeric Scale
Cox, Steven,Woo-Young Lee 연세대학교 산업경영연구소 1977 산업과경영 Vol.4 No.1
The results of this research indicates that a facial expression scale may be more reliable than a verbal-numeric scale in the detection of the affective component of attitude. To the researcher wanting to assess states of affect on a "global basis", a facial expression scale may represent a significant improvement over previously available scale. A distressing aspect of this research was the size of the variation between periods for both groups. While the facial scale was better, neither scale was especially good. The fact that the mean number of changes was over fifty percent and that these changes averaged one and one-half scale units was a cause of considerable concern. Certainly the results can be explained in part by the low level of involvement in the task and the fact that reaction to a ten second viewing of thirty slides is a numbing experience. However, it is difficult to justify such widely divergent results on these bases alone since much of our research is in situations oflow degrees of involvement with excessive amounts of stimulation, especially in product comparison tasks. Although this is not a problem dealt with in this research, it certainly needs consideration. In conclusion, although the facial expression scale did provide more consistent responses than the verbal-numeric scale, a more important question may have been raised, that of the reliability of our testing measures oves time. Certainly future reseach should consider the meaningfulness of results from single testing situations.
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