Extreme response style in cross-cultural research

The study investigates extreme response style (ERS) in cross-cultural resea rch. Through a four-country application of the Greenleaf ERS measure, finds that ERS varies between cultures and across response formats. Evidence is also found that the acquiescence response style (ARS) varies between cultur es and response formats. Through a series of ANOVAs, it is shown how a post hoc response style adjustment can be used to minimize between-group differ ences for ERS and ARS. Finally, this study illustrates how cross-cultural m arket researchers, using a marketing-oriented survey instrument like the CE TSCALE, could reach erroneous conclusions by failing to adjust for between- group difference in ERS. Implications for cross-cultural marketing research are discussed.