Socially Desirable Response Tendencies in Survey Research

Jan-Benedict E.M. Steenkamp · Martijn G. de Jong · Hans Baumgartner

443 citations0/0 files storedJournal of Marketing Research

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Survey Methodology and Nonresponse Psychometric Methodologies and Testing Survey Sampling and Estimation Techniques

Abstract

Socially desirable responding (SDR) has been of long-standing interest to the field of marketing. Unfortunately, the construct has not always been well understood by marketing researchers. The authors provide a review of the SDR literature organized around three key issues—the conceptualization and measurement of SDR; the nomological constellation of personality traits, values, sociodemographics, and cultural factors associated with SDR; and the vexing issue of substance versus style in SDR measures. The authors review the current “state of the literature,” identify unresolved issues, and provide new empirical evidence to assess the generalizability of existing knowledge, which is disproportionately based on U.S. student samples, to a global context. The new evidence is derived from a large international data set involving 12,424 respondents in 26 countries on four continents.

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References

1992Universals in the Content and Structure of Values: Theoretical Advances and Empirical Tests in 20 Countries 1990Personality Structure: Emergence of the Five-Factor Model 2018Culture's Consequences 2004Reflective and Impulsive Determinants of Social Behavior 1991Measurement and Control of Response Bias 2007Sensitive questions in surveys.1993Social Desirability Bias and the Validity of Indirect Questioning 1997Higher-order factors of the Big Five.

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