Extreme response bias in measuring susceptibility to smoking. Lee, Alvin Y. C. and Mizerski, Richard W. 2007, Extreme response bias in measuring susceptibility to smoking., in ANZMAC 2007 : 3Rs, reputation responsibility relevance, University of Otago, School of Business, Dept. of Marketing, Dunedin, N.Z., pp. 747-754. Attached Files Name Description MIMEType Size Downloads lee-extremeresponse-2007.pdf Published version application/pdf 169.90KB 139 Title Extreme response bias in measuring susceptibility to smoking. Author(s) Lee, Alvin Y. C. orcid.org/0000-0002-5364-9124 Mizerski, Richard W. Conference name Australian & New Zealand Marketing Academy. Conference (2007 : University of Otago) Conference location University of Otago: Dunedin Conference dates 3-5 December 2007 Title of proceedings ANZMAC 2007 : 3Rs, reputation responsibility relevance Editor(s) Thyne, Maree Deans, Kenneth R. Gnoth, Juergen Publication date 2007 Conference series Australian and New Zealand Marketing Academy Conference Start page 747 End page 754 Publisher University of Otago, School of Business, Dept. of Marketing Place of publication Dunedin, N.Z. Keyword(s) extreme response bias tobacco adolescent smoking trial sampling procedure Summary 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. Notes Reproduced with the kind permission of the copyright owner. Language eng Field of Research 159999 Commerce, Management, Tourism and Services not elsewhere classified Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services HERDC Research category E1.1 Full written paper - refereed Copyright notice ©2007, ANZMAC Free to Read? Yes Persistent URL http://hdl.handle.net/10536/DRO/DU:30036214 Document type: Conference Paper Collections: Faculty of Business and Law School of Management and Marketing Open Access Collection Related Links Link Description Connect to published version Go to link with your DU access privileges     Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au. Versions Version Filter Type Wed, 10 Aug 2011, 09:35:07 EST Wed, 09 Nov 2011, 13:37:34 EST Wed, 09 Nov 2011, 13:39:37 EST Fri, 16 Mar 2012, 19:00:36 EST Mon, 26 Mar 2012, 11:03:47 EST Mon, 30 Jun 2014, 14:18:19 EST Tue, 05 Dec 2017, 10:52:16 EST Fri, 07 Sep 2018, 15:29:42 EST Filtered Full Citation counts:   Cited 0 times in TR Web of Science Cited 0 times in Scopus Search Google Scholar Access Statistics: 542 Abstract Views, 139 File Downloads  -  Detailed Statistics Created: Wed, 10 Aug 2011, 09:35:07 EST