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Do Standard Scales Work in Older Samples?

Leisa Reinecke Flynn
Marketing Letters
Vol. 4, No. 2 (Apr., 1993), pp. 127-137
Published by: Springer
Stable URL: http://www.jstor.org/stable/40216293
Page Count: 11
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Do Standard Scales Work in Older Samples?
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Abstract

In a study of 185 adults ranging in age from 21 to 80 years, it was found that the older subjects' (ages 50 and above) responses on Zaichkowsky's ten-item, bipolar adjective, semantic differential. Personal Involvement Inventory were less internally consistent than the younger participants' responses. In addition to lower reliability, the older adults were more likely to omit multiple items in the scale. This was not the case for Likert-style items included in the study. Similar findings have been reported in a small number of other studies using other semantic differential scales. The semantic differential scaling technique needs a thorough examination for its generalizability to older populations.

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