An Experimental Study Of The Influence Of Expression And Involvement On Attitude Measurement

For many years,the Likert scale has been widely used.However,in China,some researchers often use a scale directly after a simple translation of a foreign scale.They completely ignore that the foreign scale is based on its own cultural background,and whether the scale is applicable to the localization research is worth further exploring.In addition,under the influence of the traditional culture represented by "The Doctrine of the Mean",the two different expressions of extreme and non-extreme are likely to make the participants choose different answers,and then cause the deviation of the research results.But,many researchers ignored this effect,or were aware of it but have not been further explored.They chose an expression at will,even used the extreme expression at one end of the 5 point Likert scale,with a non-extreme expression at the other end.In order to solve this problem,a mixed design of 5(subjects:expression)x 3(subjects:involvement)was used to explore the influence of expression and involvement on the results of attitude measurement,and to find out the better expressions of 5 different expressions in using questionnaires with different involvement levels.The independent variables:the expression of the alternative answers on the questionnaires,is divided into the extreme expression of the 5 point Likert scale,the non-extreme expression of the 5 point Likert scale,the 7 point Likert scale,the numerical expression of the 5 point Likert scale and the fuzzy expression;the involvement is divided into low involvement,middle involvement,and high involvement.Research findings:1.The two expressions of extreme and non-extreme will have an impact on the results of the attitude measurement.The participants tend to avoid extreme expressions more,and choose non-extreme expressions.2.Involvement will have an impact on the results of the attitude measurement,compared with the middle and low involvement contents,and in the high involvement contents,the participants will choose to use relatively higher intensity to express their attitudes.3.In the measurement,the results of the non-extreme expression of the 5 point Likert scale and the fuzzy expression have high stability on the items with different involvement,and the numerical expression of the 5 point Likert scale have high stability only on the items with high involvement.The extreme expression of the 5 point Likert scale and the 7 point Likert scale are influenced by the selection tendency of the participants,which may become the actual 3 point scale and the 5 point scale,and affect the measurement results.4.The results of this study suggest that if the traditional likert 5 points are used in the establishment of attitude questionnaire or scale,it is better to present the alternative answers with the non-extreme expression.