Did You Not Understand The Question Or Not? An Investigation Of Negatively Worded Questions In Survey Research

Abstract

This study compared participant responses to negatively versus positively worded questionnaire statements.  The literature suggested that one could expect the wording of questionnaire items (i.e., negatively worded vs. positively worded) to influence participant responses to those scale items.  The study consisted of one control group and two experimental groups.   The Fashion Consciousness scale (Wilkes 1992;  Lumpkin and Darden 1982), a uni-dimensional, all-positive seven-item instrument was adapted for use in the study.  Three hypotheses regarding the factor structure and internal reliability of the scale were empirically investigated.  Results showed statistically significant differences in the psychometrics of the scale when negative or double negative wording was added to scale items.  Managerial implications are discussed.