lee-extremeresponse-2007.pdf (169.9 kB)
Extreme response bias in measuring susceptibility to smoking.
Pierce, Choi, Gilpin, Farkas, and Berry (1998) were the first to claim that they could provide causal evidence that tobacco industry advertising and promotion caused adolescent smoking. This claim continues to significantly influence the theory and conceptualization of how youth react to tobacco marketing. The Pierce et al. (1998) methodology has been used by many researchers to establish the influence of tobacco marketing on adolescent smoking (Goldberg, 2003; NCI, 2006; Sargent, Dalton, & Beach, 2000). Pierce et al. (1998) selected respondents for only the second of their two survey longitudinal study because they chose the extreme-negative response. This choice could be the result of the tendency of some significant number of sample members exhibiting extreme-response bias. The results from an analysis of several questions from the original data used by Pierce et al. (1998) has suggested that there is a significant extreme-response style pattern in the Pierce et al. data. This unaccounted for bias in the responses of their sample was due to the procedure used by Pierce et al. (1998) in the selection of their respondents. The Pierce et al. (1998) sample selection procedure requires more research before the causal link can be claimed.
History
Event
Australian & New Zealand Marketing Academy. Conference (2007 : University of Otago)Pagination
747 - 754Publisher
University of Otago, School of Business, Dept. of MarketingLocation
University of Otago: DunedinPlace of publication
Dunedin, N.Z.Start date
2007-12-03End date
2007-12-05Language
engNotes
Reproduced with the kind permission of the copyright owner.Publication classification
E1.1 Full written paper - refereedCopyright notice
2007, ANZMACEditor/Contributor(s)
M Thyne, K Deans, J GnothTitle of proceedings
ANZMAC 2007 : 3Rs, reputation responsibility relevanceUsage metrics
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