Do Reverse-Worded Items Confound Measures in Cross-Cultural Consumer Research? The Case of the Material Values Scale

By N. Wong, A. Rindfleisch, James E. Burroughs. 2003

542 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Social Psychology

View Paper: https://www.semanticscholar.org/paper/7bc63180053452178c18e22c79158cf5817f36a9

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Citations in the corpus

The Factor Structure of the System Usability Scale (2009, background): “It is well known that mixed tone questionnaires like the SUS often exhibit this type of nuisance structure when factor analyzed (Barnette, 2000; Davis, 1989; Pilotte & Gable, 1990; Schmitt & Stuits, 1985; Schriesheim & Hill, 1981; Stewart & Frye, 2004; Wong et al., 2003).”
Characteristics of Single-Item Measures in Likert Scale Format (2010, methodology): “Negatively-worded items tend to lower the reliability of multi-item scales as measured by Cronbach‟s alpha by as much as 20% (Schriesheim et al. 1991; Barnette 2000), and confound measures in cross-cultural research, hampering measurement invariance (Wong et al. 2003).”
The Relation Between Culture and Response Styles (2005, background): “Recent research by Wong, Rindfleish, and Burroughs (2003) has also identified cultural variability in the applicability of reverse-worded Likert-type questions, which they find to be problematic when administered to East Asian, but not Western, populations.”
The Green Purchase Behavior of Hong Kong Young Consumers: The Role of Peer Influence, Local Environmental Involvement, and Concrete Environmental Knowledge (2010, background): “…1950; Falthzik and Jolson 1974; Goldsmith and Desborde 1991; Schriesheim and Hill 1981), (2) confuse young respondents (Marsh 1996; Pilotte and Gable 1990; Schmitz and Baer 2001 ), and (3) confound the cross-cultural applicability of the measurements (Wong, Rindfleisch, and Burroughs 2003).”
The System Usability Scale: Past, Present, and Future (2018, background): “This is a type of unintentional factor structure reported to occur with sets of mixed-tone items (Barnette, 2000; Davis, 1989; Pilotte & Gable, 1990; Schmitt & Stuits, 1985; Schriesheim & Hill, 1981; Stewart & Frye, 2004; Wong, Rindfleisch, & Burroughs, 2003).”
The Effects of Trust and Enjoyment on Intention to Play Online Games (2007, background): “For instance, negatively worded items have been found to reduce a scale’s internal consistency and obscure its dimensionality [Benson & Hocevar 1985; Goldsmith & Desborde 1991; Wong et al. 2003].”
Cross‐cultural examination of the relationships among firm reputation, e‐satisfaction, e‐trust, and e‐loyalty (2008, methodology): “All items were measured by a seven-point Likert scale (1 – strongly disagree, 7 – strongly agree) and were positively worded because mixed-worded Likert scales are found to be culturally biased, especially for East Asian respondents ( Wong et al. , 2003”
A cross-country construct validation of cognitive age (2006, background): “While the Likert scale can be viewed as a fair performer in the United States (46.2% trait variance) (Van Auken and Barry 1995), we attribute the presence of reverse-worded items as lessening its efficacy (see Wong, Rindfleisch, and Burroughs 2003).”
The proximity effect: The role of inter-item distance on reverse-item bias (2009, methodology): “In a conceptualization that is closer to ours, Wong et al. (2003) also suggest that reversed items are not necessarily perceived as opposite poles on a one-dimensional continuum.”