The effect of the spatial positioning of items on the reliability of questionnaires measuring affect

Orientation: Extant research has shown that the relationship between spatial location and affect may have pervasive effects on evaluation. In particular, experimental findings on embodied cognition indicate that a person is spatially orientated to position what is positive at the top and what is negative at the bottom (vertical spatial orientation), and to a lesser extent, to position what is positive on the left and what is negative on the right (horizontal spatial orientation). It is therefore hypothesised, that when there is congruence between a respondent’s spatial orientation (related to affect) and the spatial positioning (layout) of a questionnaire, the reliability will be higher than in the case of incongruence. Research purpose: The principal objective of the two studies reported here was to ascertain the extent to which congruence between a respondent’s spatial orientation (related to affect) and the layout of the questionnaire (spatial positioning of questionnaire items) may impact on the reliability of a questionnaire measuring affect. Motivation for the study: The spatial position of items on a questionnaire measuring affect may indirectly impact on the reliability of the questionnaire. Research approach, design and method: In both studies, a controlled experimental research design was conducted using a sample of university students (n = 1825). Major findings: In both experiments, evidence was found to support the hypothesis that greater congruence between a respondent’s spatial orientation (related to affect) and the spatial positioning (layout) of a questionnaire leads to higher reliability on a questionnaire measuring affect. Practical implications: These findings may serve to create awareness of the influence of the spatial positioning of items as a confounding variable in questionnaire design. Contribution/value-add: Overall, this research complements previous studies by confirming the metaphorical representation of affect and enhances our understanding of embodimentrelated conceptual processing and its subsequent influence on self-evaluations versus external evaluations on an unconscious level, specifically in relation to measuring affect.