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What do you want to hear? A self-presentation view of social desirability bias

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  • Alexander, Katherine C.
  • Mackey, Jeremy D.
  • McAllister, Charn P.
  • Ellen, B. Parker

Abstract

The purpose of this paper is to revitalize the study and measurement of social desirability bias in the field so researchers can remedy the methodological ills it was originally meant to address. To improve scholars’ ability to mitigate these concerns, we conduct research that enables us to (1) generate a cohesive and parsimonious theoretical explanation of social desirability bias and (2) develop new measures of social desirability bias that will improve the field’s understanding of its effects. First, we utilize self-presentation theory to explain the differences between social desirability as a trait bias and socially desirable responding as a state bias under the larger social desirability bias umbrella construct. Then, we conduct a 13-sample measure development study to generate new content-valid measures of social desirability and socially desirable responding that can be used to improve the precision and nuance of business research knowledge generation moving forward.

Suggested Citation

  • Alexander, Katherine C. & Mackey, Jeremy D. & McAllister, Charn P. & Ellen, B. Parker, 2025. "What do you want to hear? A self-presentation view of social desirability bias," Journal of Business Research, Elsevier, vol. 189(C).
    • Handle: RePEc:eee:jbrese:v:189:y:2025:i:c:s0148296325000141
    DOI: 10.1016/j.jbusres.2025.115191
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