The Influence of Positive and Negative Wording and Issue Involvement on Responses to Likert Scales in Marketing Research

Garg, Rajendar K.

doi:10.1177/147078539603800304

Cited by 18 publications

(12 citation statements)

References 12 publications

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“…Cronbach 1950). Acquiescence, however, may not be the only reason for differences in responses to positive and negative statements (Ahlawat 1985;Colston 1999;Friedman 1988;Garg 1996).…”

Section: Acquiescent Response Biasmentioning

confidence: 93%

“…It has been known for some time that terms with positive and negative valences can influence the nature of responses to a Likert scale (Burke 1999;Chang 1995;Garg 1996;Worcester and Burns 1975). If all items are worded in the positive direction, there is the possibility that a respondent with an acquiescent (yeah-saying) response bias will tend to agree rather than to disagree with each statement, irrespective of the content, and will therefore obtain a score that overestimates his or her true attitude.…”

Section: Acquiescent Response Biasmentioning

confidence: 98%

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Shifting gears: consequences of including two negatively worded items in the middle of a positively worded questionnaire

Roszkowski

Soven

2010

Assessment & Evaluation in Higher Education

179

124

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A questionnaire used in student evaluations of interdisciplinary courses during six semesters contained two Likert items stated in a direct negative mode which were embedded in a questionnaire (14-18 items) in which the remaining items were phrased in a direct positive mode. In the seventh semester and thereafter, the two negative items were restated as direct positive stems. Item-analysis demonstrated that in the direct negative mode, the two items had low item-to-total correlations and that the internal consistency reliability of the sum score could be improved by eliminating the two negatively phrased items. Also, the two negatively worded items defined a separate factor. After they were reworded into a direct positive mode, these two items showed markedly improved item-to-total correlations. Moreover, the unique factor disappeared, which suggests that it was a methodological artefact probably attributable to respondent carelessness. Including a few negative items in an otherwise positively stated questionnaire leads to ambiguity of results rather than controlling for response sets. We therefore recommend against the practice.

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“…Cronbach 1950). Acquiescence, however, may not be the only reason for differences in responses to positive and negative statements (Ahlawat 1985;Colston 1999;Friedman 1988;Garg 1996).…”

Section: Acquiescent Response Biasmentioning

confidence: 93%

Section: Acquiescent Response Biasmentioning

confidence: 98%

Shifting gears: consequences of including two negatively worded items in the middle of a positively worded questionnaire

Roszkowski

Soven

2010

Assessment & Evaluation in Higher Education

179

124

View full text Add to dashboard Cite

show abstract

“…Out of the 16 statements five were negatively worded in order to avoid response patterns created when using only positive worded statements (Friedman, 1988;Garg, 1996). A back translation procedure was used for the questionnaires, using native speakers in order to ensure meaning equivalence (Brislin, 1980;Malhotra et al, 1996).…”

Section: S Burt and A Mavrommatismentioning

confidence: 99%

The international transfer of store brand image

Burt

Mavrommatis

2006

The International Review of Retail, Distribution and Consumer R

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This article argues that when a retailer internationalizes, rather than aiming to achieve an exact replication (standardization) of its domestic store image abroad, it should aim for a standardized positioning strategy. The distinction between the consumer perspective of image and the managerial perspective of positioning is an important construct, which to date has received little consideration in retail internationalization. Based on the case of Dia, the Spanish limited line grocery discounter owned by Carrefour, a consumer survey conducted in Spain (the home market) and Greece (a host market) measured the company's store brand image and that of local competitors. Results show that although consumer perceptions of brand image differ in the host market from those found in the domestic market, when the local competitive context is taken into account, both stores are found to be perceptually distinct from the competition and occupy a similar market position. This suggests that the managerial focus should be on achieving a standardized position in a foreign market rather than pure image replication.

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“…There are many issues relating to reliability and validity in ad hoc attitude surveys including interpretation of questions, effect of situation (e.g., Gregory, Munch, and Peterson, 2002), influence of scale design (Flynn and Pearcy, 2001), question order, interviewer effect, purpose of survey, and polarity of statements (e.g., Garg, 1996).…”

Section: Insert Figure 3 Around Herementioning

confidence: 99%

Longitudinal attitude surveys in consumer research

Walley

Custance

Orton

et al. 2009

Qualitative Market Research: An International Journal

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A Case Study from the Agrifood Sector Research paperPurpose -The aim of this article is to consolidate the theory relating to longitudinal attitude surveys, and supplement it with knowledge gained from the execution of an annual attitude survey of consumers.Design/methodology/approach -First, the article presents a distillation of current knowledge concerning longitudinal research; attitudes and behaviour; measurement of attitudes; and conduct of attitude surveys. Following that, a case study is carried out to survey consumer attitudes. This survey, which is intended to predict future behaviour and monitor changes in consumers' attitudes in response to socio-political and economic changes in the food and agricultural market environment, is then discussed. Originality/value of the paper -Attitude surveys are a popular means of gathering market research data. Much has been written about attitudes and the conduct of ad hoc attitude surveys. However, much less has been published concerning longitudinal attitude surveys.Our study reports empirical findings in an important context, that is: changes in consumers' attitudes in response to changes in the food and agricultural market environment.Keywords -longitudinal research; attitudes and behaviours; food and agricultural market environment; case study. 4

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The Influence of Positive and Negative Wording and Issue Involvement on Responses to Likert Scales in Marketing Research

Cited by 18 publications

References 12 publications

Shifting gears: consequences of including two negatively worded items in the middle of a positively worded questionnaire

Shifting gears: consequences of including two negatively worded items in the middle of a positively worded questionnaire

The international transfer of store brand image

Longitudinal attitude surveys in consumer research

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