Which Attitude Rating Scale Uses Pairs of Bipolar Words or Phrases

question 9

Multiple Choice

Which attitude rating scale uses pairs of bipolar words or phrases, and is particularly useful in corporate, brand and product-images studies?

• A) Itemized-ratings scale
• B) Semantic-differential scale
• C) Graphic-ratings scale
• D) Summated-ratings (Likert) scale
• E) Comparative-ratings scale

---

Definitions:

System I

A term often used to describe intuitive, fast, and automatic thinking processes, as opposed to more deliberate and analytical decision-making.

System II

A term often used to describe slow, deliberate, and analytical thought processes in dual-process theories of cognition.

System I

Often referred to as "System 1," it is the fast, automatic, intuitive approach of the human brain to decision-making.

System II

Refers traditionally to the analytical, controlled, and effortful mode of thinking, as contrasted with the fast, automatic, intuitive processing of System I.