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.


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.


Janina Steinmetz, City University of London, UK
Ann-Christin Posten, University of Cologne


NA - Advances in Consumer Research Volume 48 | 2020

Share Proceeding

Featured papers

See More


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

Read More


R13. Brand Humanization: Applying Two Dimensions of Humanness to Brand

Mycah L Harrold, Washington State University, USA
Andrew Perkins, Washington State University, USA

Read More


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

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.