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

2019 ◽  
Vol 62 (4) ◽  
pp. 418-431
Author(s):  
Cong Li ◽  
Gunwoo Yoon ◽  
John Petit
Keyword(s):  
Rating Scale ◽  
East Asian ◽  
Consumer Attitude ◽  
Advertising Research ◽  
Chinese Consumers ◽  
Cultural Impact ◽  
Advertising Context ◽  
Experimental Findings ◽  
Asian Consumers ◽  
Scale Length

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 forward from both theoretical and methodological perspectives are lacking. This study discusses a method-related issue in Asian advertising research, specifically focusing on the rating scale length used in measuring consumer attitude and behavioral intention. The experiment examines whether using different rating scale lengths (i.e., 1–3, 1–5, 1–7, and 1–9) will produce inconsistent research results due to the influence of Confucianism on East Asian consumers’ response style. Based on the experimental findings, a theoretical discussion of how to consider the cultural impact on measurement in an East Asian advertising context is provided.

The Tao of consumption: private self in a collective culture

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Clyde A. Warden ◽  
Stephen Chi-Tsun Huang ◽  
Wan-Hsuan Yen ◽  
Judy F. Chen
Keyword(s):  
Private Consumption ◽  
Service Providers ◽  
East Asian ◽  
The Self ◽  
Photo Elicitation ◽  
Service Research ◽  
Chinese Consumers ◽  
Content Type ◽  
The Individual ◽  
Asian Consumers

PurposeCollectivism in service research is so bound with Asian cultures as to risk being overly deterministic. Contesting this stereotype, this paper surfaces the individualistic consumption facets of consumers within a collectivist cultural setting, describing the compensating role servicescapes may play and the service marketing opportunities they present.Design/methodology/approachWithin a Chinese cultural research frame, a qualitative grounded approach is adopted that surfaces subconscious metaphors of private consumption through photo elicitation, deep psychological metaphor elicitation and triangulated with field observation.FindingsIndividuals within a collectivist culture do actively seek private psychic space to regenerate the self and prepare for social obligations heavily influenced by Confucian norms. Servicescapes play an important role in private consumption as they provide both a physical and mental oasis of privacy not easily obtainable in regular life and work.Practical implicationsService providers could offer East Asian consumers a package that includes the individual aspect of their value system, whenever and however they see suitable. More specifically, servicescapes can be designed to provide services that facilitate consumer restoration by implementing the mental metaphors consumers of have this process.Social implicationsA stereotype of a consumption has grown around Chinese consumers that while not totally false, misses a vital aspect of human values and risks missing profitable market niches. Consideration of the whole person's collective-individualistic cycle benefits both the consumer and the business.Originality/valueMoving beyond a one-dimensional description of East Asian consumer behavior, focused on collective values, we show the key role servicescapes play in private consumption. A psychological renewal of the self, in preparation to re-enter the collective, show the multiple aspects of Asian consumers.

Product-Category Dynamics and Corporate Identity in Brand Extensions: A Comparison of Hong Kong and U.S. Consumers

1997 ◽  
Vol 5 (1) ◽  
pp. 77-92 ◽  
Author(s):  
Jin K. Han ◽  
Bernd H. Schmitt
Keyword(s):  
Hong Kong ◽  
East Asian ◽  
Product Category ◽  
The United States ◽  
Corporate Identity ◽  
Company Size ◽  
Perceived Fit ◽  
Related Factors ◽  
The Core ◽  
Asian Consumers

Should the focus of a brand-extension strategy be on product-category related factors (e.g., the fit between the extension and the core product) or should consumers’ attention be drawn to characteristics of the company providing the extension (e.g., company size)? Examining this issue experimentally in Hong Kong and in the United States with samples of students and working professionals, we find that for U.S. consumers, perceived fit is much more important than company size; for Hong Kong consumers, company size does not matter for high fit extensions, but does matter for low fit extensions. We suggest the value of collectivism may explain the relative higher importance of corporate identity for East Asian consumers. East Asian consumers rely on companies as interdependent, collective societal entities to reduce the risk of a low fit extension, whereas U.S. consumers— as individualists— place higher importance on their own judgment regarding the product fit rather than cues such as company size.

Comparison of Six Lengths of Rating Scales: Students' Attitudes toward Instruction

1981 ◽  
Vol 48 (2) ◽  
pp. 399-404 ◽  
Author(s):  
Lily Neumann ◽  
Yoram Neumann
Keyword(s):  
Rating Scales ◽  
Rating Scale ◽  
College Instruction ◽  
Students Attitudes ◽  
Students Satisfaction ◽  
Scale Length

The characteristics of rating scales are very important in questionnaires on attitudes and satisfaction. In the construction of a rating scale, one is often concerned about the number of rating categories. Effects of scale length on relationships among variables are explored through a study of students' satisfaction with college instruction. Six rating scales of length n are compared, for n = 2, 3, 4, 5, 7, 10. The results indicate that deviations of actual averages from the theoretical means increase as the number of choice points increase. Also, Pearson's correlations and etas generally increase with scale length.

Elicitation of salient brand emotions in Western and East Asian markets: The role of elicitation context

2019 ◽  
Vol 61 (5) ◽  
pp. 518-533 ◽  
Author(s):  
Alexander Jakubanecs ◽  
Magne Supphellen ◽  
Alexander Fedorikhin ◽  
Hege Mathea Haugen ◽  
Njål Sivertstøl
Keyword(s):  
East Asia ◽  
Cultural Context ◽  
East Asian ◽  
Free Association ◽  
Brand Associations ◽  
The West ◽  
Self Construal ◽  
Underlying Mechanisms ◽  
Asian Consumers

The objective of this article is to show the effects of the use of Free Association Technique on the elicitation of brand emotions and functional associations across a Western and an East Asian culture as well as to identify and test underlying mechanisms. The use of Western techniques for eliciting brand emotions may prove challenging for marketers in East Asian markets because of the different styles of thinking and feeling of consumers in the West versus East Asia. This investigation focuses on the role of visual context (individual vs social), in which brands are presented when eliciting brand associations in the West and in East Asia. The study shows that elicitation context significantly influences the type of brand emotions and functional associations across two distinct cultures: Norway and Thailand. Consumers’ self-construal and thinking style mediate the effects of culture, as interdependent self-construal and holistic thinking explain more context-dependent brand emotions generated by Thai than Norwegian consumers. This research has important implications for studying and managing brand associations and emotions across markets. The traditional view of brands as possessing abstract, stable associations, and emotions should be reconsidered in the East Asian cultural context. Marketing managers should adapt established Western elicitation techniques to the characteristics of East Asian consumers to increase their validity.

scholarly journals Pronunciation Rating Scale in Second Language Pronunciation Assessment: A Review

2019 ◽  
Vol 10 (1) ◽  
pp. 141
Author(s):  
Wenjun Zhong
Keyword(s):  
Second Language ◽  
Rating Scale ◽  
Future Research ◽  
Length Scale ◽  
Research Gaps ◽  
Research Topics ◽  
Collection Methods ◽  
Scale Format ◽  
Data Analysis Methods ◽  
Scale Length

By reviewing previous studies on pronunciation rating scale in second language pronunciation assessment, this article aims to summarize research gaps and weaknesses so as to contribute to the pronunciation rating scale research and development. Several research topics concerning construct, criterion, descriptor, scale length, scale format and scale users and suggestions with regard to participants, data collection methods and data analysis methods are provided for future research.

scholarly journals Sensory Characteristics Contributing to Pleasantness of Oat Product Concepts by Finnish and Chinese Consumers

Foods ◽  
2020 ◽  
Vol 9 (9) ◽  
pp. 1234
Author(s):  
Oskar Laaksonen ◽  
Xueying Ma ◽  
Eerika Pasanen ◽  
Peng Zhou ◽  
Baoru Yang ◽  
...  
Keyword(s):  
Food Industry ◽  
Sensory Characteristics ◽  
Chinese Consumers ◽  
Online Questionnaire ◽  
Food Neophobia ◽  
Product Categories ◽  
Wide Range ◽  
Asian Consumers ◽  
Sensory Tests ◽  
Product Concepts

Oats are increasingly popular among consumers and the food industry. While data exist on sensory characteristics of oats as such, previous studies focusing on the pleasantness of oats, and especially investigations of a wide range of oat products by European and Asian consumers, are scarce. An online questionnaire was organized in Finland (n = 381; 83.7% Finnish) focusing on the liking and familiarity of oat products, followed by sensory tests in Finland (n = 65 and n = 73) and China (n = 103) using the Check-All-That-Apply method and hedonic ratings. A questionnaire revealed that the Finnish consumers rated the pleasantness and familiarity of several oat product categories, such as breads and porridges, higher compared to participants of other ethnicities. Sensory tests showed both similarities, e.g., porridges were described as “natural”, “healthy” and “oat-like”, and differences between countries, e.g., sweet biscuits, were described as “crispy” and “hard” by Finnish consumers and “strange” and “musty” by Chinese consumers. Sweet products were unanimously preferred. The ethnicity had an important role affecting the rating of pleasantness and familiarity of oat product categories, whereas food neophobia and health interest status also had an influence. The proved healthiness of oats was a crucial factor affecting the choices of consumers and their acceptance in both countries.

scholarly journals Investigating Factors Influencing Consumer Attitude toward SMS Advertising: An Empirical Study in Bangladesh

2016 ◽  
Vol 11 (10) ◽  
pp. 233
Author(s):  
Farjana Parvin Chowdhury ◽  
Mohammad Tariqul Islam ◽  
Mohammad Ashaduzzaman Rana
Keyword(s):  
Structural Equation ◽  
Marketing Channel ◽  
Consumer Perception ◽  
Mobile Marketing ◽  
Consumer Attitude ◽  
Efficient Manner ◽  
Factors Influencing ◽  
Equation Modelling ◽  
Advertising Context ◽  
Significant Factors

<p>This study aims to empirically investigate the significant factors that influence consumer attitude toward SMS advertising in Bangladesh. At present, SMS advertising is being considered as a trendy mobile marketing channel to reach the consumer in an efficient manner. Though, many studies have been conducted to identify factors that impact the consumer perception regarding SMS advertisements, very few of them have considered Bangladeshi consumer. This study has developed and tested a conceptual model with a sample of 375 Bangladeshi students using Structural Equation Modelling. In addition, T-test is used to observe the differences in attitude based on gender. The results indicate that SMS credibility, advertiser credibility and incentive have positive significant influence, whereas irritation and consumer inertia have negative significant influences. Moreover, attitude toward SMS advertising is found similar among male and female consumer. This paper ends with a comparative discussion of relevant studies in SMS advertising context and provides recommendations for advertisers and future SMS advertising research. </p>

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