Data collected using multi-item Likert scales that contain reversed items often exhibit problems, such as unexpected factor structures and diminished scale reliabilities. These problems arise when respondents select responses on the same side of the scale neutral point for both reversed and...

A dual process model is proposed that identifies the conditions under which two separate and additive effects on brand preference may obtain. The first is an exposure-order effect that can influence attribute-based processing. The second is the effect of market entry-information that can result...