Positive First or Negative First?

To examine whether starting a response scale with the positive or the negative categories affects response behavior, a split-ballot design using reverse forms of an 8-point scale assessing the subjective importance of job characteristics was used. Response behavior varied according to the scale format employed. Responses were more positive on the scale starting with the category “very important” (split 2). By contrast, the scale starting with the category “not at all important” (split 1) did not elicit more negative responses, but rather less positive ones. However, differences in response behavior did not systematically reflect the direction of the respective scales. Starting with the differences between the two split versions, the factorial structure of indicators assessing two dimensions of job motivation was tested for each scale type separately and then for both scale types simultaneously. Finally, models placing increasingly severe equality constraints on both scale types were tested. The paper concludes with a discussion of the results and desiderata for further research.