Response Latency Measurement in Surveys: Detecting Strong Attitudes and Response Effects

Abstract

The paper reports on measurement and data treatment of response latencies in computer assisted surveys. Applying response latencies as a measure of mental processes, empirical hypotheses are tested to explain the occurrence of response effects (here: acquiescence bias) and the predictive power of generalized attitudes. Theoretically, it is assumed that behavioural and other specific evaluative judgments in surveys are stronger influenced by acquiescence bias and generalized attitudes when answering in a rather automatic-spontaneous response mode, i.e. when response latencies are fast. Additionally, it is assumed that chronic attitude accessibility acts as a moderator of acquiescence effects and predictive power of attitudes within spontaneous mode processing. Empirical tests show evidence in favour of these assumptions, demonstrating the usefulness of response time measurement in surveys.