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Validating the extended character morality questionnaire

ABSTRACT The morality of observed others is a central variable for many media effects research areas, including affective disposition theory, social cognitive theory, and entertainment-education. A scale designed to measure five distinct aspects of the morality of characters is validated in a series of six studies (N = 1,204). Findings suggest that the extended character morality questionnaire (CMFQ-X) possesses adequate statistical validity as indicated through confirmatory factory analysis. In addition, the subscales show good internal consistency. Convergent and discriminant validity were assessed through the measurement of other constructs. As expected, scores on the subscales of the CMFQ-X correlated substantially with related constructs and unsubstantially with unrelated constructs. Finally, the validity of a short-form version of the scale (CMFQ-S) for use in studies in which participant fatigue may be an issue is examined.