The present study is one of the first to empirically examine how the visual harmony of a questionnaire can lead to measurement bias. Researchers often employ questionnaires with Likert scales to measure constructs. In this note, we examine how the design of the survey instrument, specifically,...

Key design properties of marketing artifacts that influence consumer response include perceived attractiveness (the valenced evaluative response to the artifact) and perceived strength (the artifact’s ability to capture attention). The aesthetic middle principle contends that the designs most...