Misresponse to Reversed and Negated Items in Surveys: A Review

Author:

Weijters Bert1,Baumgartner Hans2

Affiliation:

1. Assistant Professor of Marketing, Vlerick Leuven Gent Management School and Ghent University

2. Smeal Professor of Marketing, Smeal College of Business, Department of Marketing, Pennsylvania State University

Abstract

There are important advantages to including reversed items in questionnaires (e.g., control of acquiescence, disruption of nonsubstantive responding, better coverage of the domain of content of a construct), but reversed items can also lead to measurement problems (e.g., low measure reliability, complex factor structures). The authors advocate the continued use of reversed items in measurement instruments but also argue that they should be used with caution. To help researchers improve their scale construction practices, the authors provide a comprehensive review of the literature on reversed and negated items and offer recommendations about their use in questionnaires. The theoretical discussion is supplemented with data on 1330 items from measurement scales that have appeared in Journal of Marketing Research and Journal of Consumer Research.

Publisher

SAGE Publications

Subject

Marketing,Economics and Econometrics,Business and International Management

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