Extreme response style in cross‐cultural research

Irvine Clarke

114 citations0/0 files storedInternational Marketing Review

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Psychometric Methodologies and Testing Survey Methodology and Nonresponse Cultural Differences and Values

Abstract

The study investigates extreme response style (ERS) in cross‐cultural research. Through a four‐country application of the Greenleaf ERS measure, finds that ERS varies between cultures and across response formats. Evidence is also found that the acquiescence response style (ARS) varies between cultures and response formats. Through a series of ANOVAs, it is shown how a post hoc response style adjustment can be used to minimize between‐group differences for ERS and ARS. Finally, this study illustrates how cross‐cultural market researchers, using a marketing‐oriented survey instrument like the CETSCALE, could reach erroneous conclusions by failing to adjust for between‐group difference in ERS. Implications for cross‐cultural marketing research are discussed.

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References

1979A Paradigm for Developing Better Measures of Marketing Constructs 1983Culture's Consequences: International Differences in Work-Related Values.1970Back-Translation for Cross-Cultural Research 1987Consumer Ethnocentrism: Construction and Validation of the CETSCALE 1980Cross-Cultural Research Methods 1984Meaning-based translation : a guide to cross-language equivalence 1946Response Sets and Test Validity 1980The Optimal Number of Response Alternatives for a Scale: A Review

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