In market research, it is common practice to measure individuals’ brand or product preference through graded paired comparisons (GPCs). One important decision concerns the (odd) number of scale points (e.g., five, seven, nine, or eleven) that has to be assigned to either brands or products in...

This article addresses the question of to what extent one type of response style, called acquiescence (or agreeing response bias), is stable over time. A structural equation modeling approach is applied to measure the stability of one acquiescence factor behind two concepts among the same...