Abstract
The vast majority of choice shift inquiry employs choice dilemma (CD) items. In the main, responses to CD items are scaled by asking participants to report the odds of the risky response being successful before they would attempt it. Recent research challenges the validity of the odds scale. This article reports the results of two experiments that demonstrate that response scale ambiguity influences the interpretation of choice shift processes. Specifically, response scale ambiguity moderates the impact of social comparison and persuasive arguments processes. The former is more potent when the ambiguous odds scale is used, whereas the latter exerts a stronger impact when the less ambiguous Likert scale is employed.
Published Version
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
