Agree or Disagree? Cognitive processes involved in answering contrastive survey questions

Survey designers have long assumed that respondents who disagree with a negative question (“This policy is bad.”: Yes or No; 2-point scale) will agree with an equivalent positive question (“This policy is good.”: Yes or No; 2-point scale). However, experimental evidence has proven otherwise: Respondents are more likely to disagree with negative questions than to agree with positive ones. To explain these response effects for contrastive questions, the cognitive processes underlying question answering were examined. Using eye tracking, the authors show that the first reading of the question and the answers takes the same amount of time for contrastive questions. This suggests that the wording effect does not arise in the cognitive stages of question comprehension and attitude retrieval. Rereading a question and its answering options also takes the same amount of time, but happens more often for negative questions. This effect is likely to indicate a mapping difference: Fitting an opinion to the response options is more difficult for negative questions.