Socially desirable responding: the case of self-reported values in tourism surveys

摘要

This study explored associations between socially desirable responding and self-reported values in tourism surveys. Measures of egoistic values, altruistic values, and biospheric values were significantly associated with self-deception/assertion of positives, but neither with self-deception/denial of negatives nor with impression management. Researchers and marketers may take into account that self-reports of personal values could be distorted by tendencies for self-deception to some extent.