However, a significant new study in the September issue of the Journal of Consumer Research argues that the recent shift from phone surveys to online surveys may have unintended consequences. Researchers from the London Business School and Duke University find that people respond very differently to the same question when typing an answer as opposed to speaking an answer. Thus, online surveys may not be useful for discerning attitude changes over time.
"We find that speaking and typing recruit different cognitive and motor systems, and activate distinct perceptual mechanisms that result in the encoding of distinct memory traces," write Nader T. Tavassoli (London Business School) and Gavan Fitzsimons (Duke University). "In other words, speaking an attitude activates a different representation in the consumers mind than does typing an attitude, and as a function of this changes later expressed attitudes and behaviors."
The findings in this paper are the first to show that verbal production mechanisms affect attitude retrieval, a crucial difference when assessing attitude changes over time. Your response to a question depends on whether you've ever been asked that question before – constructing a belief is different than remembering a belief, and cognitive processes are bound up the motor processes by which we express thoughts, explain the authors.
Therefore, if a question is asked the first time in a phone survey and the second time in an online survey, the validity of the results may be compromised.
"If researchers are interested in how attitudes decay over time, then ensuring consistency in response mode is critical," write the Tavassoli and Fitzsimons. "When attitudes are measured in an attempt to predict future attitudes or future behavior, our results suggest researchers should strive to match the mode of initial attitude expression with that of subsequent attitude measurement or behavior."
Suzanne Wu | EurekAlert!
New study from the University of Halle: How climate change alters plant growth
12.01.2018 | Martin-Luther-Universität Halle-Wittenberg
Disarray in the brain
18.12.2017 | Universität zu Lübeck
What enables electrons to be transferred swiftly, for example during photosynthesis? An interdisciplinary team of researchers has worked out the details of how...
For the first time, scientists have precisely measured the effective electrical charge of a single molecule in solution. This fundamental insight of an SNSF Professor could also pave the way for future medical diagnostics.
Electrical charge is one of the key properties that allows molecules to interact. Life itself depends on this phenomenon: many biological processes involve...
At the JEC World Composite Show in Paris in March 2018, the Fraunhofer Institute for Laser Technology ILT will be focusing on the latest trends and innovations in laser machining of composites. Among other things, researchers at the booth shared with the Aachen Center for Integrative Lightweight Production (AZL) will demonstrate how lasers can be used for joining, structuring, cutting and drilling composite materials.
No other industry has attracted as much public attention to composite materials as the automotive industry, which along with the aerospace industry is a driver...
Scientists at Tokyo Institute of Technology (Tokyo Tech) and Tohoku University have developed high-quality GFO epitaxial films and systematically investigated their ferroelectric and ferromagnetic properties. They also demonstrated the room-temperature magnetocapacitance effects of these GFO thin films.
Multiferroic materials show magnetically driven ferroelectricity. They are attracting increasing attention because of their fascinating properties such as...
The oceans are the largest global heat reservoir. As a result of man-made global warming, the temperature in the global climate system increases; around 90% of...
08.01.2018 | Event News
11.12.2017 | Event News
08.12.2017 | Event News
16.01.2018 | Materials Sciences
16.01.2018 | Materials Sciences
16.01.2018 | Power and Electrical Engineering