A cross-national comparison of extreme response style measures

Five measures of extreme response style were compared across 6,146 study participants from 36 countries: the traditional measure, a modified traditional measure, the individual standard deviation, an index of dispersion and an index of entropy.

A cross-national comparison of extreme response style measures

Robert A. Peterson

University of Texas at Austin

Pablo Rhi-Perez

University of Texas at Brownsville

Gerald Albaum

University of New Mexico

Introduction

Response styles, which have traditionally been defined as systematic tendencies to respond to rating scales independently of the content of the scales (e.g. Paulhus 1991), have been extensively studied for more than half a century. Initially considered to be a form of measurement error to be avoided or addressed statistically, response styles were for many years investigated as manifestations of individual differences, especially inherent personality characteristics (e.g. Hamilton 1968). More...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands