@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}
}
