Annual Conference of the European Marketing Academy (EMAC) edition:38 location:Nantes (France) date:26-29 May 2010
Response styles, most notably extreme response style and midpoint response style, contaminate questionnaires. The individual antecedents of response styles have proven to be elusive. The authors propose an effect of the important personality trait self-regulatory focus on response styles. Findings point out that self-regulatory focus, measured by means of a uniquely developed combined test, shapes responses to items regardless of their content. Promotion focused people show higher levels of the extreme response style than prevention focused people whereas the reverse is true for the midpoint response style. This article provides evidence for a central link between personality and response styles.