The Anchor Contraction Effect in International Marketing Research

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 corporati...

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Veröffentlicht in:	Journal of marketing research 2011-04, Vol.48 (2), p.366-380
Hauptverfasser:	DE LANGHE, BART, PUNTONI, STEFANO, FERNANDES, DANIEL, VAN OSSELAER, STIJN M.J.
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising rates Advertising research Emoticons Emotional expression Emotionality Emotions Globalization Happiness Language Marketing Native languages Product labeling Rating scales Responses Studies
Online-Zugang:	Volltext
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