Is a central tendency error inherent in the use of semantic differential scales in different cultures?

This paper examines the effect of alternative scale formats on reporting the nature and extent of attitudes toward grocery supermarkets on bipolar semantic differential measurement scales.
  

Is A Central Tendency Error Inherent In The Use Of Semantic Differential Scales In Different Cultures

Julie H. Yu The Chinese University of Hong KongGerald Albaum University of New Mexico andMichael Swenson Brigham Young University

Introduction...