Is a Central Tendency Error Inherent in the Use of Semantic Differential Scales in Different Cultures?

Abstract

This paper examines the effect of alternative scale formats on reporting the nature and extent of attitudes toward grocery supermarkets on bipolar semantic differential measurement scales. A traditional one-stage format and an alternative two-stage format were tested in two studies conducted in different countries. In general, the two-stage format generated the greatest percentage of extreme-position (i.e. greatest amount) responses across scales, indicating that the more usual traditional one-stage format is subject to a central tendency form-related error. A test of predictive ability showed that the two-stage format was a better predictor of shopping behaviour in one country, whereas the results for the other country were mixed, although for the most part the two-stage format did a better job of prediction. Consequently, a question can be raised about the etic attributes of this measurement scale.