The Scale Orientation Effect: How the Spatial and Magnitude Orientations of Scales Shape Survey Responses

Abstract Technology makes it possible for researchers and practitioners to change the orientation of scales. Scales can be oriented horizontally from left to right with values increasing (0 left–10 right) or decreasing (10 left–0 right), or vertically from top to bottom with values increasing (0 top–10 bottom) or decreasing (10 top–0 bottom). Does the congruence of a scale’s spatial orientation (whether it is horizontal vs. vertical) and magnitude orientation (the direction in which values increase) influence survey responses? Seven preregistered experiments (N = 6,002) and four preregistered supplemental experiments (N = 5,674) examine the effect of a scale’s spatial–magnitude congruence on net promoter scores (NPSs). The results show that scales with incongruent spatial–magnitude orientations result in lower NPS ratings than those with congruent ones. We propose that horizontal and vertical spatial orientations are associated with a specific magnitude orientation in the mind. Horizontal scales feel more intuitive with increasing (0 left–10 right) versus decreasing (10 left–0 right) magnitude. Vertical scales feel more intuitive with decreasing (10 top–0 bottom) versus increasing (0 top–10 bottom) magnitudes. Researchers and managers designing surveys to measure consequential constructs such as NPS should not change the spatial–magnitude orientation of their scales across companies, survey platforms, or time—such changes can render their data less comparable.