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Response order effects are a well-known phenomenon that can occur when   answering survey questions with multiple response categories. Although   various theoretical explanations exist, the empirical evidence is   contradictory. Moreover, different scale types produce different effect   sizes. In the current study, we investigate the occurrence and causes of   response order effects in horizontal and vertical rating scales by means of   eye tracking. We conducted an experiment (n = 84) with two groups and varied   the scale direction so that the response scales either ran from agree to   disagree or vice versa. The results indicate that response order effects in   rating scales are relatively small and are more likely to occur in vertical   than in horizontal rating scales. Moreover, our eye-tracking data reveal that   respondents do not read all categories, nor do they pay equal attention to   all categories; these data support the survey satisficing theory of response   order effects (Krosnick, 1991)

Investigating response order effects in web surveys using eye tracking