Measuring and modeling the (limited) consistency of free choice attitude questions
On average, respondents who give a positive answer to a binary free choice attitude question are NOT more likely, if surveyed again, to respond positively than to response negatively. However, stronger brands obtain more repeated positive answers. Our model shows why these two effects have to happen, even though all brands in a category benefit from the same reliability.
|Date of creation:||01 Jul 2001|
|Date of revision:|
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