Binary choice vs ratings scales: a behavioural science perspective

Chris Harvey

This paper argues for the adoption of binary choice over ratings scales, from the knowledge that the majority of human decision making takes place in what Kahneman (2011) and others have described as 'system 1'.

Binary choice vs ratings scales: a behavioural science perspective

Chris Harvey

Introduction

The problems with ratings scales have been well documented. The best known of these are the impact of acquiescence bias (‘yea saying’), the issues of ‘flatliners’ and midpoint bias, and the fact that scales may be interpreted differently across survey respondents. Other criticisms include the bias caused by indirectly telling respondents what the ‘norm’ is through the answer options provided, and a lack of stability within an individual’s responses over time.

System 1 and consumer decision making

One of the areas researchers are asked about regularly is consumer...

WARC subscribers can sign in to keep reading

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