Attitude generalization and the measurement of trust in American leadership

Abstract

For nearly a decade informed observers of American public opinion have vigorously debated the “crisis of confidence” question: Does the ongoing tide of political distrust ported cataclysmic change in the body politic or is the public harmlessly letting off some steam? This paper approaches the debate from a new perspective by reflecting on the manner in which researchers have sought to measure public confidence in leaders and political institutions. It is argued herein that researchers' dependence on global measures of political trust has lead to overestimation of the extent to which public confidence has eroded. Evidence is presented which suggests that survey respondents engage in a process of attitude generalization which causes them to express distrust of leaders generally when only certain specific leaders are actually seen as culpable. The methodological and theoretical significance of this sort of generalization is discussed.