论文标题
视觉启动对评分量表使用情况的影响
Effects of Visual Priming on Rating Scale Usage
论文作者
论文摘要
评分量表在调查研究中已大量使用。通常，假定可以在一个国家 /地区进行研究时在受访者之间和之间比较通过评级量表获得的分数。另外，假定它们可以视为数值量表。在本文中，我们研究了视觉刺激对评级尺度使用情况的锚定效果。为此，我们设置了一个随机实验，其中通过要求对视觉上呈现的圆柱体进行评分来启动实验组。对于五点评级量表，我们发现启动受访者使用1类别的效果少，而类别3和4类也没有对2类和5类的影响。
Rating scales are much used in survey research. Often, it is assumed that the scores obtained through rating scales can be compared within and between respondents when studies are in one country. In addition, it is assumed that they can be treated as a numerical scale. In this paper, we study the anchoring effect of a visual stimulus on rating scale usage. To do so, we set up a randomized experiment where the experimental group was primed by asking to rate the filling of a cylinder that was presented visually. For a five point rating scale, we find the effect that primed respondents use Category 1 less and Categories 3 and 4 more, and no effect on Categories 2 and 5.
