Using Construal-Level Theory to Deter Social Desirability Responding

Scott Wright, Providence College, USA
Socially sensitive issues have a tendency to elicit social desirability responding (SDR). Across three studies, we apply construal level-theory to attenuate SDR. In sum, we find that increasing construal-levels successfully attenuates SDR within surveys and consumer choices and that impression management mediates this effect.
[ to cite ]:
Scott Wright (2012) ,"Using Construal-Level Theory to Deter Social Desirability Responding", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 684-685.