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Understanding sources of social desirability bias in different modes: evidence from eye-tracking

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  • Kaminska, Olena
  • Foulsham, Tom

Abstract

Our paper provides an empirical study of whether satisficing is related to social desirability bias using real-world eye-tracking. The method enables detecting latency of eye gazes in web, face-to-face and paper and pencil self-administered (SAQ) modes. Through these we infer respondents’ attention to question wording, socially desirable and socially undesirable response scale points. We link the gaze latency measures to responses to understand how respondents arrive at socially desirable or undesirable answers. We find that satisficing is related to social desirability bias in self-completion modes. Yet it does not explain the higher incidence of socially desirable responses in face-to-face mode.

Suggested Citation

  • Kaminska, Olena & Foulsham, Tom, 2013. "Understanding sources of social desirability bias in different modes: evidence from eye-tracking," ISER Working Paper Series 2013-04, Institute for Social and Economic Research.
  • Handle: RePEc:ese:iserwp:2013-04
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    File URL: https://www.iser.essex.ac.uk/research/publications/working-papers/iser/2013-04.pdf
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    Cited by:

    1. Robert Neumann, 2016. "Understanding trustworthiness: using response latencies from CATI surveys to learn about the “crucial” variable in trust research," Quality & Quantity: International Journal of Methodology, Springer, vol. 50(1), pages 43-64, January.
    2. Blom, Annelies G. & Burton, Jonathan & Booker, Cara L. & Cernat, Alexandru & Fairbrother, Malcolm & Jäckle, Annette & Kaminska, Olena & Keusch, Florian & Krosnick, Jon A. & Lynn, Peter & Oberski, Dan, 2015. "Understanding Society Innovation Panel Wave 7: Results from Methodological Experiments," Understanding Society Working Paper Series 2015-03, Understanding Society at the Institute for Social and Economic Research.
    3. Robert Neumann, 2016. "Understanding trustworthiness: using response latencies from CATI surveys to learn about the “crucial” variable in trust research," Quality & Quantity: International Journal of Methodology, Springer, vol. 50(1), pages 43-64, January.

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