Going to Extremes: Why Traditional Likert-Type Items Outperform (Mobile Friendly) Dropdown Items

We introduce the response category distance effect: response categories are more densely spaced in dropdown vs. Likert format and are interpreted less extremely and used more often, leading to mean shifts and increased non-substantive variance. This is relevant as Likert type items are converted into dropdown formats on mobile devices.



Citation:

Bert Weijters, Kobe Millet, and Elke Cabooter (2018) ,"Going to Extremes: Why Traditional Likert-Type Items Outperform (Mobile Friendly) Dropdown Items", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 162-162.

Authors

Bert Weijters, Ghent University, Belgium
Kobe Millet, Vrije Universiteit Amsterdam, The Netherlands
Elke Cabooter, IESEG School of Management (LEM CNRS 9221), France



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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