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Extreme response bias in measuring susceptibility to smoking.

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conference contribution
posted on 2007-01-01, 00:00 authored by Alvin LeeAlvin Lee, R Mizerski
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.



Australian & New Zealand Marketing Academy. Conference (2007 : University of Otago)


747 - 754


University of Otago, School of Business, Dept. of Marketing


University of Otago: Dunedin

Place of publication

Dunedin, N.Z.

Start date


End date





Reproduced with the kind permission of the copyright owner.

Publication classification

E1.1 Full written paper - refereed

Copyright notice

2007, ANZMAC


M Thyne, K Deans, J Gnoth

Title of proceedings

ANZMAC 2007 : 3Rs, reputation responsibility relevance

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