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Measuring and Modeling the (limited) Consistency of Free Choice Attitude Questions

Author

Listed:
  • Gilles Laurent

    (HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales)

  • Cam Rungie

    (School of Marketing - University of South Australia)

  • Fransesca Dall'Olmo Riley

    (School of Marketing - Kingston University Business School)

  • Donald G. Morrison
  • Tirthankar Roy

Abstract

On average, respondents who give a positive answer to a binary free choice attitude question are NOT more likely, if surveyed again, to respond positively than to response negatively. However, stronger brands obtain more repeated positive answers. Our model shows why these two effects have to happen, even though all brands in a category benefit from the same reliability.

Suggested Citation

  • Gilles Laurent & Cam Rungie & Fransesca Dall'Olmo Riley & Donald G. Morrison & Tirthankar Roy, 2011. "Measuring and Modeling the (limited) Consistency of Free Choice Attitude Questions," Working Papers hal-00597025, HAL.
    • Handle: RePEc:hal:wpaper:hal-00597025
    as

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