Misresponse to reversed and negated items in surveys: A review

Journal of Marketing Research

Volumn 49, Issue 5, 2012, Pages 737-747

  Weijters, Bert ^a   Baumgartner, Hans ^b  

^a GHENT UNIVERSITY   (Belgium)

^b PENNSYLVANIA STATE UNIVERSITY   (United States)

Author keywords

Likert items; Method effects; Misresponse; Negations; Reversed items; Survey methods

Indexed keywords

EID: 84868036658     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmr.11.0368     Document Type: Review

References (35)

1. Arce-Ferrer, Alvara J. (2006), "An Investigation into the Factors Influencing Extreme-Response Style," Educational and Psychological Measurement, 66 (3), 374-92.
2. Baumgartner, Hans and Jan-Benedict E.M. Steenkamp (2001), "Response styles in marketing research: A cross-national investigation," Journal of Marketing Research, 38 (May), 143-56.
3. Bentler, Peter M., Douglas N. Jackson, and Samuel Messick (1971), "Identification of content and style: A two-dimensional interpretation of acquiescence," Psychological Bulletin, 76 (3), 186-204.
4. Budd, Richard J. (1987), "Response bias and the theory of reasoned action," Social Cognition, 5 (1), 95-107.
5. Carpenter, Patricia A. and Marcel Adam Just (1975), "Sentence comprehension: A psycholinguistic processing model of verification," Psychological Review, 82 (1), 45-73.
6. Churchill, Gilbert A., Jr. (1979), "A paradigm for developing better measures of marketing constructs," Journal of Marketing Research, 16 (February), 64-73.
7. Davies, Martin F. (2003), "Confirmatory bias in the evaluation of personality descriptions: Positive test strategies and output interference," Journal of Personality and Social Psychology, 85 (4), 736-44.
8. Deese, James E (1965), The Structure of Associations in Language and Thought. Baltimore: Johns Hopkins.
9. DeMaio, Theresa J. and Jennifer M. Rothgeb (1996), "Cognitive interviewing techniques: In the lab and in the field," in Answering Questions: Methodology for Determining Cognitive and Communicative Processes in Survey Research, Norbert Schwarz and Seymour Sudman, eds. San Francisco: JosseyBass, 177-95.
10. DeVellis, Robert F. (2003), Scale Development: Theory and Applications, 2d ed. Thousand Oaks, CA: Sage Publications.
11. Dickson, John and Gerald Albaum (1977), "A method for developing tailormade semantic differentials for specific marketing content areas," Journal of Marketing Research, 14 (February), 87-91.
12. Drolet, Aimee and Donald G. Morrison (2001), "Do we really need multiple-item measures in service research?" Journal of Service Research, 3 (3), 196-204.
13. Ericsson, K.Anders and Herbert A. Simon (1980), "Verbal reports as data," Psychological Review, 87 (3), 215-51.
14. Feldman, Jack M. and John G. Lynch Jr. (1988), "Self-generated validity and other effects of measurement on belief, attitude, intention, and behavior," Journal of Applied Psychology, 73 (3), 421-35.
15. Gannon, Katherine M. and Thomas M. Ostrom (1996), "How meaning is given to rating scales: The effects of response language on category activation," Journal of Experimental Social Psychology, 32 (4), 337-60.
16. Horn, Lawrence R. (1989), A Natural History of Negation. Chicago: University of Chicago Press.
17. Knowles, Eric S. and Christopher A. Condon (1999), "Why people say 'yes': A dual-process theory of acquiescence," Journal of Personality and Social Psychology, 77 (2), 379-86.
18. Krosnick, Jon A. (1991), "Response strategies for coping with the cognitive demands of measures in surveys," Applied Cognitive Psychology, 5 (3), 213-36.
19. Kunda, Ziva, Geoffrey T. Fong, Rasyid Sanitioso, and Emily Reber (1993), "Directional questions direct self-conceptions," Journal of Experimental Social Psychology, 29 (1), 63-86.
20. Marsh, Herbert W. (1996), "Positive and negative global selfesteem: A substantively meaningful distinction or artifactors?" Journal of Personality and Social Psychology, 70 (4), 810-19.
21. Marsh, Herbert W.and Allen Parducci (1978), "Natural anchoring at the neutral point of category rating scales," Journal of Experimental Social Psychology, 14 (2), 193-204.
22. Mayo, Ruth, Yaacov Schul, and Eugene Burnstein (2004), "I am not guilty' vs. 'i am innocent': Successful negation may depend on the schema used for its encoding," Journal of Experimental Social Psychology," 40 (4), 433-49.
23. McPherson, Jason and Philip Mohr (2005), "The role of item extremity in the emergence of keying-related factors: An exploration with the life orientation test," Psychological Methods, 10(1), 120-31.
24. Nunnally, Jum C. (1978), Psychometric Theory, 2d ed. New York: McGraw-Hill.
25. Paradis, Carita and Caroline Willners (2006), "Antonymy and negation: The boundedness hypothesis," Journal of Pragmatics, 38 (7), 979-1144.
26. Paulhus, Delroy L. (1991), "Measurement and control of response bias," in Measures of Personality and Social Psychological Attitudes, John P. Robinson, Phillip R. Shaver, and Lawrence S. Wright, eds. San Diego: Academic Press, 17-59.
27. Podsakoff, Philip M., Scott B. MacKenzie, Jeong-Yeon Lee, and Nathan P. Podsakoff (2003), "Common method biases in behavioral research: A critical review of the literature and recommended remedies," Journal of Applied Psychology, 88 (5), 879-903.
28. Richins, Marsha L. and Scott Dawson (1992), "A consumer values orientation for materialism and its measurement: Scale development and validation," Journal of Consumer Research, 19 (3), 303-316.
29. Schmitt, Neal and Daniel M. Stults (1985), "Factors defined by negatively coded items: The result of careless respondents?" Applied Psychological Measurement, 9 (4), 367-73.
30. Schriesheim, Chester A., Regina J. Eisenbach, and Kenneth D. Hill (1991),"The effect of negation and polar opposite item reversals on questionnaire reliability and validity: An experimental investigation," Educational and Psychological Measurement, 51(1), 67-78.
31. Swain, Scott D., Danny Weathers, and Ronald W. Niedrich (2008), "Assessing three sources of misresponse to reversed likert items," Journal of Marketing Research, 45 (February), 116-31.
32. Tourangeau, Roger, Lance J. Rips, and Kenneth Rasinski (2000), The Psychology of Survey Response. Cambridge, UK: Cambridge University Press.
33. Weijters, Bert, Elke Cabooter, and Niels Schillewaert (2010), "The effect of rating scale format on response styles: The number of response categories and response category labels," International Journal of Research in Marketing, 27 (3), 236-47.
34. Weijters, Bert, Elke Cabooter,Maggie Geuens, and Niels Schillewaert (2009), "The proximity effect: The role of inter-item distance on reverse-item bias," International Journal of Research in Marketing, 26 (1), 2-12.
35. Wong, Nancy, Arie Rindfleisch, and James E. Burroughs (2003), "Do reverse-worded items confound measures in cross-cultural consumer research? the case of the material values scale," Journal of Consumer Research, 30 (June), 72-91.