The Influence of Positive and Negative Wordingand Issue Involvement on Responses to Likert Scales in Marketing Research
Rajendar K. Garg Indiana University of Pennsylvania
INTRODUCTION
There has been a historical predominance of positively worded questions/statements in questionnaires soliciting consumer attitudes. Some of the consumer attitudinal studies that have employed Likert or dichotomous statements/questions have also shown that consumers tended to give conflicting responses because of the change in the positive versus negative polarity in those statements (see for example, Falthzik & Jolson 1974; Bishop 1990). Recently, marketing researchers have found that the positive versus negative message...