Beyond the middle: rethinking midpoint and “no idea” options in Likert scale for consumer sensitive issues

Abstract The aim of this research is to investigate the underlying mechanisms by which the consumers sensitivity level regarding the measured issue interacts with the Likert scale structure to influence response styles. An online survey was conducted with 1333 students, exploring four different versions of the Likert Scale (forced 4-point and unforced 5-point, with and without a “no idea” option) toward three products (beer, coke, and energy drink) in the context of sensitive (beer) and non-sensitive (coke and energy drink) issues using Zaichkowsky’s product involvement scale. The results of the research indicate that the structure of the Likert scale that offers the best measurement validity is not independent of the issue being measured. Therefore, in the fields of marketing and consumer behavior when determining the most ideal scale structure in terms of including a midpoint and/or no idea option on the scale, the concepts of response bias and social desirability bias should be considered together. This study fills a gap in the marketing research literature by systematically investigating the differential effects of Likert scale midpoints and “no idea” options on consumer responses to products varying in their sensitivity. This research offers novel insights into the measurement of consumer attitudes toward sensitive issues, providing valuable implications for marketers and researchers seeking to develop more accurate and unbiased market and consumer research instruments.