SOCIAL DESIRABILITY BIAS AND THE VALIDITY OF INDIRECT QUESTIONING
SOCIAL DESIRABILITY BIAS AND THE VALIDITY OF INDIRECT QUESTIONING
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DOI：
10.1086/209351
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发表时间：
1993-09-01
影响因子：
7.2
通讯作者：
FISHER, RJ
中科院分区：
文献类型：
--
作者：
FISHER, RJ
间接（即结构化投射）提问在市场营销和其他社会科学中经常使用，以减少社会期望偏差，即由于受访者希望避免尴尬并向他人展示有利形象而导致的自我报告测量中的系统性错误。然而，人们对间接提问在减少社会期望偏见方面的有效性知之甚少。本文报告了三项研究，这些研究检验了间接提问作为减少自我报告措施的社会期望偏差的一种技术。将提出间接（即结构化、投射性）问题与直接（即结构化、个人）问题的效果进行比较。结果模式表明，间接提问减少了对受社会影响的变量的社会期望偏差，并且对社会中性变量没有显着影响。直接和间接提问群体之间差异的社会本质，以及将不良特征归因于群体外而非群体内目标，支持了受试者在间接反应情境中投射其信念和评价的观点。这些结果在多个产品类别和间接问题措辞中是一致的。
Indirect (i.e., structured projective) questioning has been employed frequently in marketing and other social sciences to reduce social desirability bias, that is, systematic error in self-report measures resulting from the desire of respondents to avoid embarrassment and project a favorable image to others. Yet little is known about the validity of indirect questioning in reducing social desirability bias. This article reports on three studies that examine indirect questioning as a technique to reduce social desirability bias on self-report measures. The effects of asking indirect (i.e., structured, projective) questions were compared with direct (i.e., structured, personal) questions. The pattern of results indicates that indirect questioning reduces social desirability bias on variables subject to social influence and has no significant effect on socially neutral variables. The social nature of the differences between direct and indirect questioning groups, and the attribution of an undesirable trait to an out-group but not an in-group target, supports the view that subjects projected their beliefs and evaluations in the indirect response situation. These results are consistent across several product categories and indirect question wordings.