Coping with Ambivalence: The Effect of Removing a Neutral Option on Consumer Attitude and Preference Judgments

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The effect of rating scale format on response styles: the number of response categories and response catgory labels (2010, background): “For them, the midpoint response is the result of their inability or unwillingness to make the required trade-offs to choose sides (Nowlis et al., 2002).”
Rethinking Internal Consistency in Cronbach's Alpha (2017, background): “The optimal number of response categories (Dawes, 2002) andwhether or not to include a neutral category (Nowlis et al., 2002) are complex issues that can vary by salience of topic to respondents and surveymethodology (e.g., mail vs. phone survey).”
Using Extremeness Aversion to Fight Obesity: Policy Implications of Context Dependent Demand (2008, background): “Participants were not forced to choose an entrée, a side order, or a drink, thereby reducing demand effect (Dhar and Simonson 2003; Nowlis, Kahn, and Dhar 2002).”
The Effect of Forced Choice on Choice (2003, background): “Furthermore, Nowlis, Kahn, and Dhar (2002) demonstrate that respondents experience conflict or ambivalence even for simple tasks that require making trade-offs.”