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Social desirability bias: A neglected aspect of validity testing

โœ Scribed by Maryon F. King; Gordon C. Bruner

Publisher
John Wiley and Sons
Year
2000
Tongue
English
Weight
97 KB
Volume
17
Category
Article
ISSN
0742-6046

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โœฆ Synopsis

A tremendous growth in the use of multi-item scales in marketing research has occurred over the past two decades. Concurrently, there is increasing concern about the quality of these measures. Although the majority of marketing-related articles now discuss the reliability of the scales administered, few address the issue of scale validity. One aspect of scale validity, which should be of particular concern to marketing researchers, is the potential threat of contamination due to social-desirability response bias. However, a careful review of nearly 20 years of published research suggests that social-desirability bias has been consistently neglected in scale construction, evaluation, and implementation. The purpose of this article is to discuss the nature of such a bias, methods for identifying, testing for and/or preventing it, and how these methods can and should be implemented in consumer-related research.

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Social-desirability bias and the validit
Social-desirability bias and the validity of self-reported values
โœ Robert J. Fisher; James E. Katz ๐Ÿ“‚ Article ๐Ÿ“… 2000 ๐Ÿ› John Wiley and Sons ๐ŸŒ English โš– 64 KB ๐Ÿ‘ 2 views

Unlike prior research that treats social-desirability bias (SDB) as measure contamination, the present research asserts that significant associations between measures of SDB and value self-reports are evidence of measure validity. The degree to which value self-reports are influenced by SDB also ref