Guidelines on Acquiescence in Marketing Research
We review the acquiescence response bias -- its origin, its effects on marketing research, and existing measures to avoid effects of acquiescence on self-report data. Based on this analysis, we develop guidelines for marketing researchers for using existing measures against acquiescence or adapting surveys to prevent biased responses.
Citation:
Janina Steinmetz and Ann-Christin Posten (2020) ,"Guidelines on Acquiescence in Marketing Research", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 712-711.
Authors
Janina Steinmetz, City University of London, UK
Ann-Christin Posten, University of Cologne
Volume
NA - Advances in Consumer Research Volume 48 | 2020
Share Proceeding
Featured papers
See MoreFeatured
The Influence of Conflicting and Complementary Benefit Goals on the Execution of Accuracy and Effort Process Goals
Felipe Marinelli Affonso, University of Florida, USA
Chris Janiszewski, University of Florida, USA
Featured
R13. Brand Humanization: Applying Two Dimensions of Humanness to Brand
Mycah L Harrold, Washington State University, USA
Andrew Perkins, Washington State University, USA
Featured
I10. Can Body Size Influence the Judgments of Warmth and Competence?
Trang Thanh Mai, University of Manitoba, Canada
Olya Bullard, University of Winnipeg
Luming Wang, University of Manitoba, Canada