A study involving 102 high school students (49 males and 53 females) from Taiwan revealed that the order of response scale labels had a primacy effect on subjects' choices of the alternatives in Likert-type attitude scales. Practical implications of the response-order effects for measurement are discussed. (SLD)

The importance of the presentation order of items on Likert-type scales was studied. It was proposed that subjects tend to choose the first alternative acceptable to them from among the response categories, so that a primacy effect can be predicted. The effects of reversing the order of the response scale on the latent factor structure underlying…