Staying in the middle or avoiding extremes? A test of the effect of rating scale length in advertising research with Chinese consumers

Cong Li, Gunwoo Yoon, John Petit

Research output: Contribution to journalArticlepeer-review

Abstract

Given the rapid growth of many Asian economies in recent years, Asian advertising research is attracting increasing attention. However, systematic examinations of how to move this body of research forward from both theoretical and methodological perspectives are lacking. This study discusses a method-related issue in Asian advertising research, specifically focusing on the rating scale length used in measuring consumer attitude and behavioral intention. The experiment examines whether using different rating scale lengths (i.e., 1–3, 1–5, 1–7, and 1–9) will produce inconsistent research results due to the influence of Confucianism on East Asian consumers’ response style. Based on the experimental findings, a theoretical discussion of how to consider the cultural impact on measurement in an East Asian advertising context is provided.

Original languageEnglish (US)
Pages (from-to)418-431
Number of pages14
JournalInternational Journal of Market Research
Volume62
Issue number4
DOIs
StatePublished - Jul 1 2020

Keywords

  • Confucianism
  • advertising in Asia
  • advertising in China
  • attitude toward the ad
  • purchase intention
  • scale length

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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