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| Author: | King, M. F. Bruner, G. C. |
| Title: | Social desirability bias: A neglected aspect of validity testing |
| Journal: | Psychology & Marketing
2000 : FEB, VOL. 17:2, p. 79-103 |
| Index terms: | MARKETING RESEARCH PSYCHOLOGY SCALING VALUATION RELIABILITY CONSUMER RESEARCH |
| Language: | eng |
| Abstract: | One aspect of scale validity, which should be a particular concern of marketing researchers, is the potential threat of contamination due to social-desirability response bias. Social-desirability bias has been consistently neglected in scale construction, evaluation and implementaltion. This paper discusses the nature of such bias, methods for identifying, testing for and/or preventing it and the methods should be implemented in consumer research. |
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