The Short Term Stability of Response Styles

Bert Weijters, Gent University, Belgium
Maggie Geuens, Ghent University, Belgium
Niels Schillewaert, Gent University, Belgium
The severity of bias in consumer self-reports due to acquiescence response style (ARS) and extreme response style (ERS) depends strongly on how stable these response styles are over the course of a questionnaire. In the literature, different alternative hypotheses on response style (in)stability circulate. Therefore, nine alternative models are derived and fitted to secondary and primary data. It is found that response styles are best modeled as a tau equivalent factor complemented with a time invariant autoregressive effect. This means that ARS and ERS are largely but not completely stable over the course of a questionnaire, a finding that has important implications for response style measurement and correction.
[ to cite ]:
Bert Weijters, Maggie Geuens, and Niels Schillewaert (2008) ,"The Short Term Stability of Response Styles", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 659-659.