Extreme response style in cross‐cultural research

The study investigates extreme response style (ERS) in cross‐cultural research. Through a four‐country application of the Greenleaf ERS measure, finds that ERS varies between cultures and across response formats. Evidence is also found that the acquiescence response style (ARS) varies between cultures and response formats. Through a series of ANOVAs, it is shown how a post hoc response style adjustment can be used to minimize between‐group differences for ERS and ARS. Finally, this study illustrates how cross‐cultural market researchers, using a marketing‐oriented survey instrument like the CETSCALE, could reach erroneous conclusions by failing to adjust for between‐group difference in ERS. Implications for cross‐cultural marketing research are discussed.