This dissertation reports the development of the Mikulecky Behavioral Reading Attitude Measure (MBRAM), designed to be appropriate for use with mature readers. Items were written with direct reference to the Hovland-Rosenberg tricomponent model of attitude and to the stages of Krathwohl's Taxonomy of the Affective Domain. The MBRAM was administered to 1,750 subjects ranging from seventh grade through college/adult. Some 1,343 of the subjects were public school students selected from urban, suburban, and rural populations. These subjects were randomly sampled to create a composite, stratified Wisconsin population model. Norms for the MBRAM are reported for each grade level in terms of this model and also in terms of urban, suburban, and rural populations. No significant differences in scores of urban, suburban, or rural subjects were found for grades seven to ten, but rural subjects exhibited slightly higher MBRAM scores in the upper grades. Reading attitude scores decreased slightly in all locations with each year in school. (Author/AA)