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dc.contributor.authorDe Langhe, Bart
dc.contributor.authorPuntoni, Stefano
dc.contributor.authorFernandes, Daniel
dc.contributor.authorvan Osselaer, Stijn
dc.date.accessioned2023-02-23T08:50:44Z
dc.date.available2023-02-23T08:50:44Z
dc.date.issued2011en_US
dc.identifier.issn0022-2437
dc.identifier.urihttp://hdl.handle.net/20.500.12127/7177
dc.description.abstractIn 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.en_US
dc.language.isoenen_US
dc.publisherAmerican Marketing Associationen_US
dc.subjectAnchoring Effecten_US
dc.subjectExport Marketingen_US
dc.subjectInternal Marketingen_US
dc.subjectInternational Business Enterprisesen_US
dc.subjectGlobalizationen_US
dc.subjectAnalysis of Varianceen_US
dc.subjectStatistical Correlationen_US
dc.subjectBilingualismen_US
dc.subjectEmotionsen_US
dc.subjectGeneralizability Theoryen_US
dc.subjectLikert Scaleen_US
dc.subjectEmoticons end Emojisen_US
dc.subjectCross-Cultural Studiesen_US
dc.subjectInternational Marketing Researchen_US
dc.subjectLanguageen_US
dc.titleThe anchor contraction effect in international marketing researchen_US
dc.identifier.journalJournal of Marketing Researchen_US
dc.source.volume48en_US
dc.source.issue2en_US
dc.source.beginpage366en_US
dc.source.endpage380en_US
dc.contributor.departmentRotterdam School of Management, Erasmus University, the Netherlands.en_US
dc.identifier.eissn1547-7193
vlerick.knowledgedomainMarketing & Salesen_US
vlerick.typearticleFT ranked journal article  en_US
vlerick.vlerickdepartmentMKTen_US
dc.identifier.vperid300832en_US


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