Staying in the middle or avoiding extremes? A test of the effect of rating scale length in advertising research with Chinese consumers

Given the rapid growth of many Asian economies in recent years, Asian advertising research is attracting increasing attention.

Corresponding author:

Cong Li, School of Communication, University of Miami, Coral Gables, FL 33146, USA. Email:

Imagine people who are confronted with direct, self-reported attitude measures. They are instructed to indicate their attitudes toward advertising messages. Their job is to assess their own attitudes in conceptual terms (e.g., positive/negative, like

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