EDUCATIONAL AND PSYCHOLOGICAL MEASUREMENT 1971, 31, 891-906. IN the recent attitude change literature there has arisen a controversy (Cohen, 1964;Insko and Oakes, 1966;Page, 1969;Staats, 1969) regarding the interpretation of a well known laboratory experiment intended to classically condition attitudinal affect to previously neutral stimuli. The original authors (Staats and Staats, 1958) claimed they had demonstrated that attitudes are acquired through a process similar to classical conditioning, and that this occurred &dquo;without awareness-without cognition&dquo; on the part of the subjects. The critics of this interpretation have asserted that some subjects in this situation do become aware and that the experimental effect can be accounted for in terms of this awareness. In his recent rebuttal to his critics, Staats (1969) still asserts that his original interpretation of the study was correct. He claims that his single question approach to assessing awareness postexperimentally was of adequate validity, and that those who have used more elaborate questionnaires in assessing awareness have only succeeded in suggesting awareness after the fact to subjects who were actually conditioned without awareness.It appears that the crux of this debate boils down to the relative validity of single-question versus multiple-question awareness measures. Staats' assertion that multiple-question techniques of assessing awareness elicit postexperimental reports of awareness in subjects who weren't really aware is an often stated objection to the awareness position by those committed to a conditioning theory of both verbal operant and verbal classical conditioning experiments. This problem is an obvious possibility inherent in the methodological at SEATTLE UNIV LIBRARY on June 30, 2015 epm.sagepub.com Downloaded from