Social-Desirability Bias and the Validity of Self-Reported Values

Fisher, Robert J. and James E. Katz, (2000) “Social Desirability Bias and the Validity of Self-Reported Values,” Psychology & Marketing, 17 (February), 105-120.

16 Pages Posted: 26 Aug 2014

See all articles by Robert Fisher

Robert Fisher

University of Alberta - Department of Marketing, Business Economics & Law

James Katz

Boston University - College of Communication

Date Written: 2008

Abstract

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 reflects the relative importance of values within a culture. Values that are most important have the greatest self-presentational implications and therefore should be most affected by SDB. Moreover, differences between raw and SDB-corrected value self-reports indicate the extent to which values are personal (i.e., private) or public in nature. The research is based on two national samples of American adults 18 years of age and older. Implications for research on values are discussed.

Suggested Citation

Fisher, Robert and Katz, James, Social-Desirability Bias and the Validity of Self-Reported Values (2008). Fisher, Robert J. and James E. Katz, (2000) “Social Desirability Bias and the Validity of Self-Reported Values,” Psychology & Marketing, 17 (February), 105-120.. Available at SSRN: https://ssrn.com/abstract=2275020

Robert Fisher (Contact Author)

University of Alberta - Department of Marketing, Business Economics & Law ( email )

Edmonton, Alberta T6G 2R6
Canada

James Katz

Boston University - College of Communication

595 Commonwealth Avenue
Boston, MA 02215
United States

HOME PAGE: http://www.bu.edu/com/about-com/faculty/james-e-katz/

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