I would suggest that John./Mary Q. Voter would rate candidates plus 100 
percent to minus 100 percent.  

Due to problems with negative numbers among folks who have not had (or 
forgotten) algebra regarding negative numbers, I would suggest staying with 
the old reliable 100 to 0 scale (if scales are to used at all) or a scale 
with twice the number of choices (to allow above average and below average 
ratings).  

Example- 5 choices
Scale 10 to 1-- 10 to 6 above average, 5 to 1 below average

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