Abstract
Acceptability studies employing attitudinal and/or behavioral variables have inspired semantic controversies and confusion. The limits of acceptability studies are reviewed using Mexican attitudinal studies as examples. Mexican attitudinal studies are classified according to 3 types; hypothetical methods and attributes of methods; methods in clinical trials; and culturally based attitudes. In 2 studies of family planning and method attitudes fears of infidelity and female liberation were voiced in the group session but not shown in the survey questions designed to evoke those fears. Attitudes ascertained were partially a function of the methodology employed. Behavioral studies are limited in that they depict acceptability under special not normal circumstances e.g. free sample studies comparative field trials and free choice studies. Prediction is justifiable only if study conditions continue unchanged in the real world. Attitudinal studies are better used to understand the reasons for peoples evaluations instead of predicting acceptability.
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