Dealing with social desirability bias: an application to charitable giving

TY - JOUR

T1 - Dealing with social desirability bias

T2 - European Journal of Marketing

AU - Lee,Zoe

AU - Sargeant,Adrian

PY - 2011

Y1 - 2011

N2 - Purpose - 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. Design/methodology/approach - 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. Findings - 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. Originality/value - 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.

AB - Purpose - 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. Design/methodology/approach - 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. Findings - 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. Originality/value - 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.

KW - Sustainability

KW - charities

KW - bias

KW - United Kingdom

KW - charitable donations

KW - surveys

UR - http://www.scopus.com/inward/record.url?scp=79955579289&partnerID=8YFLogxK

UR - http://dx.doi.org/10.1108/03090561111119994

U2 - 10.1108/03090561111119994

DO - 10.1108/03090561111119994

M3 - Article

VL - 45

SP - 703

EP - 719

JO - European Journal of Marketing

JF - European Journal of Marketing

SN - 0309-0566

IS - 5

ER -