Satisfaction-Driven Nonresponse Bias in Consumer Feedback Surveys: Venting, Reciprocation and Exiting

Survey completion is a critical form of consumer engagement for brands. Little research has examined why consumers respond to feedback surveys, and whether response likelihood is systematically linked to satisfaction. Anecdote and WOM predict an extreme satisfaction response bias, however we find and explicate a positive satisfaction response bias.


Chris Hydock and Kurt Carlson (2017) ,"Satisfaction-Driven Nonresponse Bias in Consumer Feedback Surveys: Venting, Reciprocation and Exiting", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 679-682.


Chris Hydock, Georgetown University, USA
Kurt Carlson, College of William & Mary, USA


NA - Advances in Consumer Research Volume 45 | 2017

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