| Abstract: | This study addresses three questions. (1) Does the meaning of the neutral anchor shift when its position is moved away from the middle of the series? The location of (psychological) zero in rating scales is crucial if they are to be used as multipliers (e.g., as weights or in functional equations). (2) Does moving the neutral anchor from a central position increase sensitivity (variance) of ratings? Such displacement has been used frequently without investigation of its effects. (3) Are any of the above effects general across types of anchors? Displacement had significant effects (N= 210) on meaning of the neutral anchor and on sensitivity. Stability of meaning of anchors, however, was greater when anchors were words rather than faces. Therefore verbal anchors should be used, with the neutral anchor located centrally, to establish zero; but displaced to increase sensitivity at one end of the scale. |
