Social-desirability bias and the validity of self-reported values

James Everett Katz

545 citations0/0 files storedPsychology and Marketing

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Cultural Differences and Values Psychometric Methodologies and Testing Survey Methodology and Nonresponse

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. © 2000 John Wiley & Sons, Inc.

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References

1973The nature of human values 1960A new scale of social desirability independent of psychopathology.1974The measurement of psychological androgyny.1991Measurement and Control of Response Bias 1992A Consumer Values Orientation for Materialism and Its Measurement: Scale Development and Validation 1984Two-component models of socially desirable responding.1988Individualism and collectivism: Cross-cultural perspectives on self-ingroup relationships.1993Social Desirability Bias and the Validity of Indirect Questioning

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