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

Volume: 62, Issue: 4, Pages: 418 - 431
Published: Jul 1, 2020
Abstract
Given the rapid growth of many Asian economies in recent years, Asian advertising research is attracting increasing attention. However, systematic examinations of how to move this body of research...
Paper Details
Title
Staying in the middle or avoiding extremes? A test of the effect of rating scale length in advertising research with Chinese consumers:
Published Date
Jul 1, 2020
Volume
62
Issue
4
Pages
418 - 431
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