Corresponding author:
Cong Li, School of Communication, University of Miami, Coral Gables, FL 33146, USA. Email: congli@miami.edu
Imagine people who are confronted with direct, self-reported attitude measures. They are instructed to indicate their attitudes toward advertising messages. Their job is to assess their own attitudes in conceptual terms (e.g., positive/negative, like/dislike) and then perform a mapping process (e.g., looking at scale points offered, understanding the meaning of each point on the scale, and making a choice). However, what if those individuals are predisposed to choose a fence-sitting option or a midpoint alternative? What if the predisposition is cultural? To...