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The Role of Response Formats on Extreme Response Style: A Case of Likert-Type vs. Semantic Differential Scales

Measurement and Research Methods in International Marketing

ISBN: 978-1-78052-094-0, eISBN: 978-1-78052-095-7

ISSN: 1474-7979

Publication date: 23 August 2011

Abstract

Originality/value of paper – This study is the first to simultaneously assess culturally based ERS using two types of response formats to investigate the impact of response format on ERS. Furthermore, this study assesses the role of response format on ERS both within and between two distinctly different cultures.

Keywords

Citation

Rocereto, J.F., Puzakova, M., Anderson, R.E. and Kwak, H. (2011), "The Role of Response Formats on Extreme Response Style: A Case of Likert-Type vs. Semantic Differential Scales", Sarstedt, M., Schwaiger, M. and Taylor, C.R. (Ed.) Measurement and Research Methods in International Marketing (Advances in International Marketing, Vol. 22), Emerald Group Publishing Limited, Bingley, pp. 53-71. https://doi.org/10.1108/S1474-7979(2011)0000022006

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited