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    The anchor contraction effect in international marketing research

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    Publication type
    FT ranked journal article  
    Author
    De Langhe, Bart
    Puntoni, Stefano
    Fernandes, Daniel
    van Osselaer, Stijn
    Publication Year
    2011
    Journal
    Journal of Marketing Research
    Publication Volume
    48
    Publication Issue
    2
    Publication Begin page
    366
    Publication End page
    380
    
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    Abstract
    In an increasingly globalized marketplace, it is common for marketing researchers to collect data from respondents who are not native speakers of the language in which the questions are formulated. Examples include online customer ratings and internal marketing initiatives in multinational corporations. This raises the issue of whether providing responses on rating scales in a person's native versus second language exerts a systematic influence on the responses obtained. This article documents the anchor contraction effect (ACE), the systematic tendency to report more intense emotions when answering questions using rating scales in a nonnative language than in the native language. Nine studies (1) establish ACE, test the underlying process, and rule out alternative explanations; (2) examine the generalizability of ACE across a range of situations, measures, and response scale formats; and (3) explore managerially relevant and easily implementable corrective techniques.
    Keyword
    Anchoring Effect, Export Marketing, Internal Marketing, International Business Enterprises, Globalization, Analysis of Variance, Statistical Correlation, Bilingualism, Emotions, Generalizability Theory, Likert Scale, Emoticons end Emojis, Cross-Cultural Studies, International Marketing Research, Language
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    Knowledge Domain/Industry
    Marketing & Sales
    URI
    http://hdl.handle.net/20.500.12127/7177
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