The Impact of Answer Scale Orientation on the Measurement of Life Satisfaction

In national and international surveys, life satisfaction is often measured by a single item. However, there is a lot of debate in survey research about whether rating scales should be ordered in an ascending order (from negative to positive) or a descending order (from positive to negative). We investigate the effect of scale orientation by randomly assigning both versions in an online survey (N = 3,138). The average reported life satisfaction is 0.7 points lower when the descending version of an 11-point scale is used, as compared to the ascending scale (p < 0.001). We further test the construct validity by correlating each version of the response scales with other measures related to life satisfaction (e.g. happiness, depressive mood, and physical health). Generally speaking, the correlations of the ascending scale are significantly stronger as compared to the descending scale, indicating higher validity. Moreover, we investigate the impact of horizontal versus vertical presentations of the 11-point life satisfaction answer scale. Our results indicate that there are no statistically significant differences between horizontally and vertically presented response scales. We conclude that the order of response scales should be chosen carefully, as it affects the measurement of life satisfaction. Overall, our results suggest using an ascending life satisfaction scale.