Response formats in questionnaires: Itemized rating scales versus continuous rating scales

This paper presents the results of an experimental study comparing itemized rating scales and continuous rating scales. Three dimensions, and one particular construct (brand attitude) served as the basis of the comparisons of multi-item applications of the two response formats: reliability levels in terms of Cronbach's alpha, variable means, and correlations with an external variable (intentions). The findings indicate that the two repsonse formats did not have any substantial effects; it does not seem to matter if the researcher selcets an itemized response format or a continuous response format.itemized rating scale; continuous rating scale; Likert scale; semantic differential scale; response format; item leaf; response format effects; brand attitude

Visual persuasion with physically attractive models in ads: An examination of how the ad model influences product evaluations

This paper examines the prevalent advertising practice of visually juxtaposing an anonymous, physically attractive ad model and a product in terms of its effects on the attitude toward the product. In this appeal, in which there are no explicit verbal claims about how the two objects are connected, we argue that the physically attractive model sets in motion a process in which emotions and the attitude toward the ad model serve as mediating variables, and that this process ultimately results in an impact on the attitude toward the product. Three empirical studies were made, with stimulus images from the fashion industry, and the findings indicate that emotions and the attitude toward the ad model indeed contributed to the product attitudes. The findings also indicate that images comprising physically attractive ad models produced higher product attitudes compared to a visual display of only the product.Attitude toward the ad model; attitude toward the product; physical attractiveness; emotions; appraisals

Effects of Switching Barriers on Satisfaction, Repurchase Intentions and Attitudinal Loyalty

The positive effect of customer satisfaction on repurchase intentions and attitudinal loyalty has been shown in numerous studies. The effect of switching barriers on these variables, however, has been subject to much less attention from researchers. In this study we propose that switching barriers can be seen as either positive or negative, and we examine their effects on customer satisfaction, repurchase intentions and attitudinal loyalty. A LISREL analysis of the empirical data shows that negative switching barriers have negative effects on customer satisfaction and attitudinal loyalty, but a positive effect on repurchase intentions. Positive switching barriers impinge positively on customer satisfaction, repurchase intentions and attitudinal loyalty.switching barriers; loyalty; satisfaction; repurchase intentions