During the interwar years psychologists Louis Leon Thurstone and Rensis Likert produced newly standardized forms of questionnaires. Both built on developments in mental testing, including the use of restricted sets of answers and the emergence of statistical techniques, to create questionnaires that employed numerical scaling. This transformation in shape of questionnaires was intimately tied up with both psychologists’ nominal subject of investigation: attitudes. Efforts to render psychology a socially valuable and influential science spurred psychologists to create sophisticated and increasingly precise (...) means of measuring social attitudes. Reducing mental dispositions to mere numbers on a scale, these developments also initiated new relationships between psychology and the public. Rather than engage a wide spectrum of the public directly in the research process, questionnaire research was limited to those within academic circles. Even so, research with questionnaires aimed to comment on attitudes in the public more broadly. The kind of ‘thin description’ afforded by numerical scales, though used to measure individual psychological subjects, afforded psychologists the opportunity to craft their vision of an increasingly attitudinal public, one positioned as best governed with the aid of psychological expertise. (shrink)