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Many consumer-focused corporate social responsibility (CSR) studies suggest a positive link between the responsibility demonstrated by a company and consumers’ intention to favor the company in their purchases. Yet an analogous causal effect between corporate social and financial performances is not evident. This chapter conceptualizes how social desirability and cynicism contribute to the discrepancy between consumers’ attitudes and their actual purchase behavior, and analyzes why consumer choices indicated in surveys do not consistently convert into actions.

We develop a conceptual framework based on hybrid choice modeling to estimate the impact of two new variables, Corporate Social Desirability and Corporate Social Cynicism, on CSR research. The model presented synthesizes research findings from the fields of CSR and psychology with a discrete choice methodology that allows inclusion of psychological aspects as latent variables.

The goal of the framework is to bridge the gap between choices stated by consumers in CSR surveys and their actual choices by quantifying and extracting the effects of biases that otherwise threaten the validity of such survey results. As the next step, the practical value of the model must be evaluated through empirical research combining a CSR choice study with social desirability and cynicism measurement.

The framework proposes a novel way of controlling CSR surveys for potential biases created by social desirability and cynicism and enables quantification of this impact, with potential application to other fields where psychological aspects may distort research results. Future empirical evidence based on the framework may also offer new insights into the mechanisms by which the two biases distort findings.

This paper discusses the impact of a social desirability (SD) bias in cross‐cultural ethics research. An SD bias may mask a relationship between key variables, provide a false correlation between them, moderate their relationship, or influence the response rate to the survey instrument. When survey researchers present hypothetical ethical dilemmas to respondents and ask them what they would do, the respondents' answers will not only be influenced by their actual values and desires, but also by what those individuals perceive to be desirable within their society. We argue that key value differences between countries, as noted by Hofstede, will exert an independent influence on responses to self‐report questionnaires. Four propositions are set forth detailing how this SD bias may differentially affect responses to ethics surveys across cultures. A longitudinal research design is proposed to help disentangle the impact of culture values, personal values, and an SD bias. Several measures to prevent and to control the bias in cross‐cultural ethics research are discussed The use of pretests, pilot tests, and SD scales imbedded within research instruments is recommended.

The purpose of this study is (1) to confirm the relationship between the two dimensions of social desirability (pretending and denying), self-reported stress and health reports in police officers and (2) to assess whether dysfunctions in basal cortisol profiles are related to social desirability.

Social desirability is known to influence how individuals respond to sensitive topics, such as questions concerning health in the workplace, and has usually been defined according to two dimensions: pretending and denying. However, it is not known whether social desirability is only a bias in responding to health surveys or a more general attitude of denying problems and pretending to be stronger than one is in the everyday life. If the latter is true, social desirability may have important health implications, and underlying mechanisms must be described. In total, 77 police officers completed questionnaires measuring social desirability (denying and pretending), perceived stress as well as mental and somatic health symptoms. They were further instructed to collect saliva samples for cortisol concentrations assays.

These preliminary results showed that denying was negatively related to the report of stress and health symptoms. Furthermore, police officers higher in pretending showed a flatter diurnal cortisol slope.

The correlation between dysregulation of the hypothalmic-pituitary-adrenal (HPA) axis, as expressed by a flatter cortisol slope, and a higher score in the pretending subscale suggests that looking for social approval by inflating one's capacities is related to chronic work-related stress, making the individual more vulnerable to stress-related disease.

To study the potential health-relevant consequences and underlying mechanisms of social desirability bias related to police culture by including stress biomarkers.

Purpose – Recruiting sufficient participants who adequately represent the population of interest is an ongoing issue for accounting experimental researchers. This study investigates the impact of recruitment method on the number of participants, effort on the experimental task, and sample bias with respect to three individual difference variables (locus of control, social desirability response bias, and prosocial behavior). We employ five different recruitment methods: three forms of monetary compensation and two levels of an appeal for help with a research project.

Methodology – We recruit students in five sections of the same course taught by the same instructor (not one of the researchers), manipulating recruitment method across sections. Immediately following recruitment, participants completed a simple experimental task and scales for the individual difference variables.

Findings – We find that the method of recruiting resulted in different response rates, with appeal from a fellow student yielding the highest response rate, and appeal from a professor yielding the lowest response rate. Effort was greatest for the appeal from the professor and least for the draw. While the five subsamples that resulted from the five recruiting methods were not different with respect to the individual difference variables, the relationship of those variables to effort did vary.

Research Implications – Our findings suggest that researchers must carefully consider recruitment method not only in terms of how many participants can be attracted, but also in terms of the potential impact of the manner in which recruitment was conducted on the attitudes and behaviors of the participants during the experiment.

Surveys measuring consumers’ preferences for sustainable food might suffer from socially desirable responding. Social desirability stems in part from social norms about sustainable lifestyles, when respondents need approval from others and when privacy is not guaranteed during survey completion. While various studies showed this phenomenon through laboratory experiments and by comparing different modes of survey administration, no research adopted factorial survey experiments (FSEs) to measure which factors are perceived by consumers as critical for socially desirable answering. The purpose of this paper is to fill this gap, at least for young consumers in a case study with organic fruit.

In total, 143 under-30 respondents were involved in an FSE. Each respondent evaluated six hypothetical scenarios (n=858) describing a consumer surveyed about his/her preferences for organic fruit. Respondents indicated whether they believed participants would have answered honestly or not to the survey described in each scenario. Generalized linear mixed models were used to model how scenario attributes were perceived to influence honest answering.

Respondents believe that people are more prone to bias their answers the more they seek approval from others. Moreover, the presence of acquaintances during survey completion is another critical driver of survey misreporting.

This study, by using a novel robust quasi-experimental approach, confirms that social desirability could lead consumers to misreport their preferences when surveyed about an organic fruit. This confirms that well-designed surveys, adopting proper remedies for social desirability should be adopted even for those food products, like fruit, which are usually deemed to be less subjected to misreporting. It also introduces FSEs as a flexible tool for collecting insights from consumers about potential antecedents of their behavior.

In this study, we develop reliable scales for measuring taxpayers' social norms toward tax compliance and explore the effect of social desirability bias and several methodological issues that may affect behavioral tax and accounting studies. This study provides theoretical specificity to a potentially “decisive” (Alm & McKee, 1998) influence on tax compliance by drawing on Cialdini and Trost's (1998) taxonomy of social norms in developing our scale items. We describe in detail the methods that we used to develop these scales. On the basis of the responses of 218 experienced taxpayers, our results identify four separate social norm dimensions that correspond with the four social norm constructs identified by Cialdini and Trost. We also consider the effect of social desirability bias and find that these effects are mild for experienced taxpayers and are not directly related to compliance intentions. Finally, we also manipulate both the order of the items presented in the experiment and the form (online or paper-based) of the experimental instrument. While order and form effects do not interfere with the interpretation of the influence of social norms on tax compliance, we do find a significant presentation order effect driven by the paper condition, which suggests that online data collection may be preferable to uncontrolled paper and pencil administration.

Previous studies support the notion that corporate social responsibility (CSR) initiatives can have a positive effect on customers in the hospitality and tourism industry. However, most of these studies have ignored response biases and none have incorporated them into their analyses numerically. This study aims at closing this research gap.

The authors utilized a hybrid choice model to test for the hypothesized effects of social desirability (SD) and cynicism biases on reported purchase intention. The authors further compared the results with those of analyses that ignore these biases to demonstrate their distorting influence.

The results indicate that SD and cynicism biases have a moderating effect on reported purchase intention. Older generations and frequent travelers seem particularly prone to bias, and the biases have a distorting effect on the overall survey results.

Traditional analyses that exclude biases, incorrectly, suggest several aspects of CSR that are significant (or insignificant) to purchase intention, provide unreliable results. The authors did not generalize bias-prone respondent segments but urge future research to investigate this.

Hotel managers aspiring to gain competitive advantage through CSR investment must consider biases in their market research. Otherwise, they risk developing CSR initiatives that do not instigate positive customer behaviors, leading to the failure of the investment.

The authors quantified SD and cynicism as significant causes of response bias, which distorts survey results. Previous studies have conceptualized SD without quantifying its impact, while cynicism has been identified as a novel source of bias in the industry. This study further introduces hybrid choice modeling as a novel approach to address response bias that could extend itself beyond the industry studied here.

This paper aims to address the issue of survey distortion caused by one of the most common and pervasive sources of bias, namely social desirability bias (SDB). Despite 50 years of research, there are still many unanswered questions about its conceptualisation and operationalisation. The authors argue that traditional measures of SDB are inadequate and that the context in which the research is being conducted should be reflected in the measures employed. Hence, the authors develop and validate a multi‐dimensional scale that may be used to measure the degree of SDB present in responses to giving surveys.

Following initial scale development procedures a convenience sample of 820 donors to a national charity was employed to refine the resultant scale items. Exploratory factor analysis and reliability tests were conducted to establish the dimensionality of the new scale and its reliability. Using a separate sample of 1,500 active donors, the scale was then subject to confirmatory procedures to test its predictive validity.

The findings support the assertion that SDB is a multi‐dimensional construct consisting of six dimensions. However, in the context of postal surveys it is found that self‐deception and the degree of intrinsic benefit accruing to a donor are the primary determinants of the level of SDB an individual will exhibit. The authors also highlight the significance of the SDB issue since in the survey reported here, 65 per cent of respondents were found to over‐report their giving.

This is one of the first published studies that has been able to explore the predictive validity of a SDB scale. The work has expanded our understanding of the determinants of SDB and provided an instrument that may now be employed to reduce a significant proportion of this error in giving surveys.

This study aims to understand how perceived desirability and perceived feasibility influence Portuguese higher education students' social entrepreneurial intention and general entrepreneurial intention and explore how gender attitudes can affect these relationships.

This study's sample comprises 391 participants. The hypotheses formulated in the research model were tested through structural equation modelling, using the bootstrapping method to perform decomposition tests and multigroup analyses to assess the effect of gender on perceived desirability, perceived feasibility and social and general entrepreneurial intention.

The sample data reveal that women have a greater social entrepreneurial intention, and men have a greater general entrepreneurial intention. The results regarding the research model reveal that perceived desirability positively influences social and general entrepreneurial intention, with stronger relationships for men than for women. However, perceived feasibility positively influences overall entrepreneurial intention but is insignificant in explaining social entrepreneurial intention. When the differences between genders are analysed, the perceived feasibility by women is significant and positively influences the social entrepreneurial intention, not being significant when men are considered. Contrary to previous studies about higher education students, men have a higher perceived desirability in both general and social entrepreneurial intentions, while women have a stronger perceived feasibility in both general and social entrepreneurial intentions.

This paper contributes to the development of the social entrepreneurship literature, demonstrating that social entrepreneurial intention can be influenced by gender. The results show the importance of considering the spatial and organisational context in examining the relationships between perceived desirability/perceived feasibility and social entrepreneurial intentions of men and women.