In survey research, acquiescence response style/set (ARS) and extreme response style/set (ERS) may distort the measurement of attitudes. How response bias is evoked is still subject of research. A key question is whether it may be evoked by external factors (e.g. test conditions or fatigue) or...

This paper presents the results of an experimental study comparing itemized rating scales and continuous rating scales. Three dimensions, and one particular construct (brand attitude) served as the basis of the comparisons of multi-item applications of the two response formats: reliability...