Involvement and response language effects in attitude scaling

An analytic procedure was developed for separating the effects of involvement from the number of response language categories the subject employs in judging a set of sentence stimuli. The procedure treats category usage as an independent variable and an aspect of the subject's response language. Category usage was shown to have significant influence on several attitudinal judgment processes: Informational complexity, mean judgment functions, and a successive intervals analysis testing Thurstone's assumption of the effect of involvement on equal category spacing. The decrement in scale responding typically associated with involvement is shown to depend on category usage operating either singly or in interaction with involvement. Some tentative conclusions about category usage as a response language variable are discussed.