Can cross-national/cultural studies presume etic equivalency in respondents’ use of extreme categories of Likert rating scales?

The purpose of this study was to determine differences in extreme response to rating scales between cultures/nations in a measure of corporate reputation.
  

Can cross-national/cultural studies presume etic equivalency in respondents' use of extreme categories of Likert rating scales?

Catherine Roster and Gerald AlbaumUniversity of New Mexico

Robert RogersMarket Metrics Southwest

Rapid globalisation...