(high) 



Population 

 Rank Order 



(low) 



(less favorable) 



Content Score 



(more favorable) 



to the intensity of the responses, the point where the population shifts from 

 favorable to unfavorable may be located. This point is the region of indiffer- 

 ence or the zero of intensity. The intensity component is itself scalable in 

 the same manner as the rank order of content. As people have ranks farther 

 and farther to the right of the zero point they become more and more favor- 

 able and therefore more and more intense. Conversely, as the ranks move 

 farther and farther to the left, they become more unfavorable and also more 

 intense. A correlation between the content scale and the intensity scale will 

 ideally result in a U or a J shaped curve: 



(high) 



Intensity 



(low) 



L£ 



Zero of 

 Intensity 



(unfavorable) 



Content 



(favorable) 



28 



