Bart De Langhe
Research Subjects
Research Interests
Bart De Langhe has a total of 5 co-authors. Here are the top co-authors by number of shared publications:
- Stefano Puntoni
Wharton School, University of Pennsylvania, Philadelphia, PA, USA
3 shared publications Ann McGill
1 shared publication- Daniel Fernandes
Universidade Católica Portuguesa
1 shared publication - Stijn M. J. van Osselaer
Rotterdam School of Management Erasmus University Rotterdam The Netherlands
1 shared publication Stijn van Osselaer
1 shared publication
Latest Publications
- 1 January 2012
- Published by American Psychological Association (APA)
Payoff Ratio and Decision Making under Risk
- 1 January 2012
- Published by American Psychological Association (APA)
Payoff Ratio and Decision Making under Risk
- 1 April 2011
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 48 (2) , 366-380
The Anchor Contraction Effect in International Marketing Research
In an increasingly globalized marketplace, it is common for marketing researchers to collect data from respondents who are not native speakers of the language in which the questions are formulated. Examples include online customer ratings and internal marketing initiatives in multinational corporations. This raises the issue of whether providing responses on rating scales in a person's native versus second language exerts a systematic influence on the responses obtained. This article documents the anchor contraction effect (ACE), the systematic tendency to report more intense emotions when answering questions using rating scales in a nonnative language than in the native language. Nine studies (1) establish ACE, test the underlying process, and rule out alternative explanations; (2) examine the generalizability of ACE across a range of situations, measures, and response scale formats; and (3) explore managerially relevant and easily implementable corrective techniques.
- 1 April 2011
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 48 (2) , 366-380
The Anchor Contraction Effect in International Marketing Research
In an increasingly globalized marketplace, it is common for marketing researchers to collect data from respondents who are not native speakers of the language in which the questions are formulated. Examples include online customer ratings and internal marketing initiatives in multinational corporations. This raises the issue of whether providing responses on rating scales in a person's native versus second language exerts a systematic influence on the responses obtained. This article documents the anchor contraction effect (ACE), the systematic tendency to report more intense emotions when answering questions using rating scales in a nonnative language than in the native language. Nine studies (1) establish ACE, test the underlying process, and rule out alternative explanations; (2) examine the generalizability of ACE across a range of situations, measures, and response scale formats; and (3) explore managerially relevant and easily implementable corrective techniques.