Global Marketing Research

The study investigates the issue of cross-cultural Extreme Response Style (ERS): do differences vary across response formats? Through an international application of the Greenleaf ERS measure, the author finds that significant differences in the proportional use of the extreme categories can be found between culture. Increasing response alternatives from 3 and 4-point Likert formats showed a dramatic decrease in overall ERS, with a 7-point scale giving even further reductions. Additional response categories offer no further decrease in ERS and in some countries an actual increase may be obtained. Evidence is provided for the use of 5 to 7-point response formats for cross-cultural research. As between group differences in style of response can be serious enough to evoke statistical differences between cultural/county groups, market researchers must control for ERS occurrences in international research. Implications for marketing managers are discussed.