Article(print)1991

Rating scales: numeric values may change the meaning of scale labels

In: Public opinion quarterly: journal of the American Association for Public Opinion Research, Volume 55, Issue Winter 91

Schwarz, N; Noelle-Neumann, E; Hippler, H-J; Knauper, B; Clark, L

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Abstract

Three experiments indicate that the numeric values provided as part of a rating scale many influence respondents' interpretation of the endpoint labels. The findings indicate that respondents use the numeric values to disambiguate the meaning of scale labels, resulting in different interpretations and, accordingly, different subjective scale anchors. (Abstract amended)

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