ABSTRACT
Recent developments in the theory and practice of psychophysics now make it possible and feasible to build magnitude scales of political judgments and preferences. Paralleling explicitly the logic and procedures developed by psychophysicists for the scaling of sensory sensations (Cross, Tursky, & Lodge, 1975), our Laboratory for Behavioral Research has developed (Lodge, Cross, Tursky, & Tanenhaus, 1975), tested in the field (Lodge, Cross, Tursky, Tanenhaus, & Reeder, 1976), and adapted to survey settings a simple paper and pencil technique (Lodge, Cross, Tursky, Foley, & Foley, 1976) for the magnitude scaling and validation of strength of political opinion in survey instruments (Lodge & Tursky, 1979).
