Reducing the Social Desirability Bias of Self-Reported Value Orientation By Measuring Values Via a Picture-Based Scale
Many consumers behave differently from the way they would be expected to behave according to their value orientation. One reason may be the social desirability bias (SDB). Consumers over- or under-report their real attitudes in ways they believe will be viewed favorably by others. Pictorial scales can reduce SDB.
Andrea Groeppel-Klein and Sarah Kobel (2017) ,"Reducing the Social Desirability Bias of Self-Reported Value Orientation By Measuring Values Via a Picture-Based Scale", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 636-639.
Andrea Groeppel-Klein, Saarland University, Germany
Sarah Kobel, Saarland University, Germany
NA - Advances in Consumer Research Volume 45 | 2017
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