Subtle survey wording can capture emotional intensity separate from valence

Evidence

It is possible that individuals respond in conventional valence terms (positive opposed to negative) while the second dimension represents the intensity of the emotional response (see Larsen, Diener, & Cropanzano, 1987; MacKuen, 1987; Russell, 1980). In order to bring evidence to bear on this matter, we designed a special-purpose question wording to tap each of the two dimensions. We chose appropriate word markers to elicit responses most closely associated with each of the two dimensions (Watson, Clark, & Tellegen, 1988). Importantly, we ensure that a respondent can report (a) an absence of emotional response toward a candidate on one or both dimensions of emotionality and (b) intermediate degrees of response, for example, a sense that the candidate was somewhat (or very) calming or boring. — John T. Jost and Jim Sidanius, Political Psychology, 1680

Categorization

• XREF: connects to: Vague survey wording can make racial prejudice undetectable in response data