Rating Scale

Rather than confine respondents to a five- or seven-point Likert scale, I used this temperature scale, which yielded ratio data that were better suited to regression analysis. This is also an unbounded scale, so it gave respondents a better opportunity to express the strength of their feelings in regards to the quality of each online message they chose (left side of the thermometer) or to their agreement with each item in the gender and alienation scales (right side). To account for the fact that every respondent had a different range to his or her ratings, I standardized all of the ratings by converting them to Z scores.

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