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Heine, S. J., Lehman, D. R., Peng, K., & Greenholtz, J. (2002). What’s Wrong with Cross-Cultural Comparisons of Subjective Likert Scales? The Reference-Group Effect. Journal of Personality and Social Psychology, 82, 903-918.
http://dx.doi.org/10.1037/0022-3514.82.6.903

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