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- Title
Social Desirability Bias in Real, Hypothetical, and Inferred Valuation Experiments.
- Authors
Norwood, F. Bailey; Lusk, Jayson L.
- Abstract
The article discusses social desirability bias (SDB) of test subjects in inferred valuation experiments. It says that most test subjects behave and respond in ways to avoid embarrassment and please the researcher that result in a misrepresentation of their true preferences, compromised research data, and SDB. It says that SDB is a multidimensional construct caused by self-deception and impression management and has urged social scientists to develop methods to minimize its influence.
- Subjects
SOCIAL desirability; VALUATION; PSYCHOLOGY of human research subjects; SELF-deception; IMPRESSION management; SOCIAL scientists
- Publication
American Journal of Agricultural Economics, 2011, Vol 93, Issue 2, p528
- ISSN
0002-9092
- Publication type
Article
- DOI
10.1093/ajae/aaq142