Reliability and Validity of the Generalized Attitude Measure and Generalized Belief Measure

The reliability and validity of two generalized measures are evaluated based on research reported over the past four decades. These measures have been used to record attitudes and beliefs in a wide variety of communication research studies. Both the generalized attitude measure (GAM) and the generalized belief measure (GBM) were designed to be used across contexts–attitudes or beliefs concerning a wide variety topics rather than a single topic. Results of the previous research indicate that the measures are highly reliable (alpha estimates above .90) and have strong face, concurrent, and predictive validity. Keywords: Attitude MeasurementGeneralized Attitude MeasureGeneralized Belief MeasureReliability and Validity Additional informationNotes on contributorsJames C. McCroskey James C. McCroskey (DEd, Pennsylvania State University, 1966) is a Scholar in Residence in the Department of Communication Studies at the University of Alabama at Birmingham, Birmingham, AL 35294-4480, USA.