Researchers say that differences in the way people respond to surveys over the phone vs. online could affect the results, especially when surveys are designed to gauge attitude changes by respondents.
"We find that speaking and typing recruit different cognitive and motor systems, and activate distinct perceptual mechanisms that result in the encoding of distinct memory traces," write the authors of a new study to appear in the Journal of Consumer Research in September. In short, people verbalize their attitudes differently than they do when they type them out.
The researchers hail from Duke University and the London Business School.
They say the differences in verbal and typed responses could affect results where an initial survey is done via one method, then the follow-up is done by the other.
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