Consumers with high frequency of 'just about right' in JAR scales may use lower cognitive effort: Evidence from the concurrent 9-point hedonic scale and CATA question.

ABSTRACT

JAR scales are widely used to evaluate the suitability of attributes and guide product optimization. However, the reliability and validity of the results from JAR scales had been widely doubted. In the current research, it was hypothesized that respondents with high just about right (jar) frequency may have more satisficers according to Krosnick's survey satisficing theory, herein they were more likely to employ low cognitive effort in the tests. To search relevant evidence to prove this, a strategy of indirect method was employed that consumer with different jar frequencies may also perform differently in other concurrent tests such as hedonic scaling and CATA questions. A total of 716 consumers were recruited in four studies with four different sets of products involving coffee and chrysanthemum tea. These consumers were then divided into two groups in each study according to their jar frequency to examine the above hypothesis and their performance on the concurrent tests were compared between the two groups. It was found that consumers with high jar frequency tended to use a narrower range of scales on 9-point hedonic scale, and use terms more narrowly and repeatedly in CATA questions. This confirmed the above hypothesis. Meanwhile, the low cognitive effort could noticeably influence responses in other questions. For instance, it led to lower product discrimination based on hedonic scores when samples were similar and altered results of related to terms discrimination and term configurations in CATA questions. Thereby, survey satisficing problem should be taken seriously in both experimental design and statistical analysis in consumer testings.