You can't judge a book by its cover!

Date of publication: September 26, 2008


This paper proposes a new research technique to resolve the issue of severe acquiescence bias seen in the Middle East. It identifies the factors responsible for this problem and investigates the role played by specific aspects related to social customs, culture and value system that govern the life of an Arab consumer. It discusses possible alternative routes that can be followed to overcome this issue and demonstrates a research approach that is likely to work the best.

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