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Title: Report of extreme positions using Likert scales
Authors: Albaum, Gerald
Keywords: Extreme positions
Likert scales
Product preferences
Issue Date: May-1996
Series/Report no.: Marketing Working Paper Series ; MKTG 96.069
Abstract: This study examined the effect of alternative scale formats on reporting of intensity of attitudes on Likert scales of agreement. A standard one-stage format and an alternate two-stage format were tested in three separate studies on samples of university students in three countries. In general, the two-stage format generated the greatest percentage of extreme-position (i.e., most intense) responses across scales. A test of predictive ability showed that the two-stage format was a better predictor of product preferences.
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