STRUCTURED AND UNSTRUCTURED 9-POINT HEDONIC SCALES: A CROSS CULTURAL STUDY WITH AMERICAN, JAPANESE AND KOREAN CONSUMERS

The range of scores elicited by a structured, an unstructured and a 'labels-only'version of the 9-point hedonic scale were compared using consumers from USA, Japan and Korea. It was found that the unstructured scale elicited a wider range of scores for American and Japanese consumers. After correction for hedonic ranges, it was found that Japanese had smaller ranges of scores on all three scales, although the effect was less pronounced for the unstructured scale. The Korean consumers were the exception. Their ranges were less than Americans but their ranges on the unstructured scale did not increase. The results were discussed in terms of the effects of inhibition of use of categories by the scale labels, effects of translation from the English, psychophysical style and order effects.