Scoring Direct Measurement
- Scoring direct measurement of attitudes, subjective norms, and perceived behavioral control
- Recode items that have negatively worded endpoints on the right; in this way, higher numbers will reflect a positive attitude to the target behavior.
- Ensure attitude items are internally consistent (scores should correlate highly with each other). You may need to omit items to improve internal consistency.
- Calculate the mean of the item to gain an overall attitude score.