2015 | OriginalPaper | Buchkapitel
Attitude Scales: Should We Systematically Ignore Position Labeling and Order Effect?
verfasst von : Robert C. Greene Jr.
Erschienen in: Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference
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The use of scales to measure attitude strength and/or polarity is an accepted practice in marketing as well as other social sciences. Often these scales are systematically reversed by shifting the polarity labels. Scales may also be presented alternatively with other types of scales. This paper presents an empirical study of the effects of these practices.