The effect of familiarity with the response category labels on item response to Likert scales

Bert Weijters, Maggie Geuens, Hans Baumgartner

Research output: Contribution to journalArticle

23 Scopus citations

Abstract

Surveys in the social sciences often employ rating scales anchored by response category labels such as "strongly (dis)agree" or "completely (dis)agree." Although these labels may exert a systematic influence on responses since they are common to all items, academic research on the effect of different labels is surprisingly scarce. In order to help researchers choose appropriate category labels, we contrast the intensity hypothesis (which posits that response categories are endorsed less frequently if the labels are more extreme) with the familiarity hypothesis (which states that response categories are endorsed more frequently if the labels are more common in day-to-day language). In a series of studies we find consistent support for the familiarity hypothesis. Our results have important implications for the appropriate use of category labels in multilingual surveys, and we propose a procedure based on Internet search engine hits to equate labels in different languages in terms of familiarity.

Original languageEnglish (US)
Pages (from-to)368-381
Number of pages14
JournalJournal of Consumer Research
Volume40
Issue number2
DOIs
StatePublished - Aug 1 2013

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing

Fingerprint Dive into the research topics of 'The effect of familiarity with the response category labels on item response to Likert scales'. Together they form a unique fingerprint.

  • Cite this