The Validity of Choice Dilemma Response Scales

Jerold L. Hale, Franklin J. Boster, Paul A. Mongeau

Research output: Contribution to journalArticlepeer-review

3 Scopus citations


Most choice shift research uses choice dilemma items as stimuli with an “odds of success” response scale. This research shows that the odds scale produces substantial measurement error while a Likert response scale for choice dilemma items does not. The implications of these findings for past and future choice shift research is discussed.

Original languageEnglish (US)
Pages (from-to)30-34
Number of pages5
JournalCommunication Reports
Issue number1
StatePublished - Jan 1 1991
Externally publishedYes

ASJC Scopus subject areas

  • Education
  • Communication
  • Language and Linguistics
  • Linguistics and Language


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