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International Journal of Public Opinion Research Advance Access originally published online on March 25, 2007
International Journal of Public Opinion Research 2007 19(2):247-257; doi:10.1093/ijpor/edm001
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© The Author 2007. Published by Oxford University Press on behalf of The World Association for Public Opinion Research. All rights reserved.

Measuring the Unmeasurable? Toward Operationalizing On-line and Memory-Based Political Judgments in Surveys

Jörg Matthes, Werner Wirth and Christian Schemer

Address correspondence to Jörg Matthes, Institute of Mass Communication and Media Research, University of Zurich, Andreasstrasse 15, 8050 Zurich, Switzerland, j.matthes@ipmz.unizh.ch

The first 150 words of the full text of this article appear below.

In our understanding of how political judgments are formed, stored, and retrieved from memory, insights from social psychology have long been accorded a central role in public opinion research. In recent years, many scholars have begun to emphasize the classic notion of on-line and memory-based judgment formation (Hastie & Park, 1986) in their research on political information processing (Lodge, McGraw, & Stroh, 1989; Druckman & Lupia, 2000; Lavine, 2002; Shrum, 2004). However, almost all these studies worked with experimental designs. Surprisingly, the challenging task of directly measuring on-line and memory-based judgment formation processes in surveys has not been addressed in previous research. Therefore, the aim of this research note is to make a methodological contribution to these models by introducing means to assess on-line and memory-based impression formation in surveys.


   THE DISTINCTION BETWEEN ON-LINE AND MEMORY-BASED JUDGMENTS
 
The distinction between on-line and memory-based judgment formation reflects differences in the sources of information . . . [Full Text of this Article]


   HYPOTHESES
 

   METHOD
 

   RESULTS
 

   DISCUSSION
 

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