Consumers often provide different evaluations of absolute and percentage descriptions of the same quantity. Prior research has attributed this to two factors: selection of distinct reference contexts and differential cognitive difficulty. However, in a preliminary study, we show that...

Data collected using multi-item Likert scales that contain reversed items often exhibit problems, such as unexpected factor structures and diminished scale reliabilities. These problems arise when respondents select responses on the same side of the scale neutral point for both reversed and...