@article {1974316, title = {The Role of Response Formats on Extreme Response Style: A Case of Likert-Type vs. Semantic Differential Scales}, journal = {Advances in International Marketing}, volume = {22}, year = {2011}, month = {2011}, pages = {53-71}, keywords = {Marketing, MBA}, author = {Rocereto,Joseph F and Puzakova,Marina and Anderson,Rolph E and Kwak,Hyokjin} }