This article shows that respondents gain meaning from visual cues in a web survey as well as from verbal cues (words).We manipulated the layout of a five point rating scale using verbal, graphical, numerical, and symbolic language. This paper extends the existing literature in four directions:...

In this study we use an information-processing perspective to explore the impact of response scales on respondents answers in a web survey.This paper has four innovations compared to the existing literature: research is based on a different mode of administration (web), we use an open-ended...