SKALE DO POMIARU POSTAW STOSOWANE W BADANIACH WIZERUNKU POLITYKA
ATTITUDE SCALES USED IN THE RESEARCH OF POLITICIAN’S IMAGE

Summary/Abstract: The attitude toward a politician is a good predictor of election results. Some studies show that a positive image of a candidate determines the desired outcome of voting. It also turns out that the main factors influencing voters’ behavior are emotions (not knowledge, experience or political program). As a matter of fact, many voters know nothing about a particular politician. Therefore, the aim of the article is to systematize knowledge about nature and application rules of some scales to measure attitudes toward politicians. The following considerations mainly concern two popular scales: semantic differential and feeling thermometer

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