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Determinants of Scale Response: Label versus Position
Albert R. Wildt and Michael B. Mazis
Journal of Marketing Research
Vol. 15, No. 2 (May, 1978), pp. 261-267
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3151256
Page Count: 7
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Two determinants of scale response-the denotative meaning of the adjective labels used and the location of the labels in relation to scale endpoints-were investigated. On the basis of the procedures used, both label and location were found to have an impact on subject response. Estimation of a mixing parameter for the two factors permits comparison of their relative effects across different scales.
Journal of Marketing Research © 1978 American Marketing Association