Semibatch, power feed, and shot‐addition feeding strategies were employed to synthesize carboxylated latex under acidic conditions, using emulsion polymerization. As a source of carboxyl groups, acrylic (AA) or methacrylic acid (MAA) was used. The distribution of carboxyl groups between feeding strategies were investigated using rheology, potentiometric/conductometric titrations, transmission electron microscopy, and FT‐IR spectroscopy. Upon alkalization, particle swelling was observed using dynamic light scattering. With increasing pH, both the AA‐ and MAA‐based latexes showed significant increase in hydrodynamic diameter as a consequence of the dissociation state of carboxyl groups. However, only MAA‐based latexes exhibit very pronounced increase in viscosity and storage modulus, and were therefore characterized as gels. The effect of feeding strategies was found to be more pronounced with the MAA functionalized latexes. By employing mentioned three procedures, significant differences in the rheological behavior of the neutralized dispersions were detected. © 2015 Wiley Periodicals, Inc. J. Appl. Polym. Sci. 2015, 132, 42062.