DON'T TELL ME WHAT YOU THINK I WANT TO HEAR, TELL ME THE TRUTH: ATTENUATING THE SOCIAL DESIRABILITY BIAS

摘要

Whether purchasing a product, answering a survey question, or sharing product information, consumers routinely alter their responses or behavior to maintain favorable impressions (Baumeister 1982). Researchers identify this behavior as the social desirability bias (Crowne andMarlowe 1960;MaccobyandMaccoby 1954; Acquisti, John, and Loewenstein 2012; Steenkamp, de Jong, and Baumgartner 2010). This research demonstrates how construal levels and psychological distances attenuate this bias in both surveys and consumer choices.