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Personality and Social Psychology Bulletin
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Using Partially Structured Attitude Measures to Enhance the Attitude-Behavior Relationship

Patrick T. Vargas

University of Illinois, Urbana-Champaign

William von Hippel

University of New South Wales

Richard E. Petty

The Ohio State University

This article recalls a classic scheme for categorizing attitude measures. One particular group of measures, those that rely on respondents’ interpretations of partially structured stimuli, has virtually disappeared from attitude research. An attitude measure based on respondents’ interpretation of partially structured stimuli is considered. Four studies employing such a measure demonstrate that it predicts unique variance in self-reported and actual behavior, beyond that predicted by explicit and contemporary implicit measures and regardless of whether the attitude object under consideration is wrought with social desirability concerns. Implications for conceptualizing attitude measurement and attitude-behavior relations are discussed.

Key Words: attitudes • implicit attitudes • attitude measurement • attitudebehavior consistency

Personality and Social Psychology Bulletin, Vol. 30, No. 2, 197-211 (2004)
DOI: 10.1177/0146167203259931
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