Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/91698
Authors: 
Kaminska, Olena
Foulsham, Tom
Year of Publication: 
2013
Series/Report no.: 
ISER Working Paper Series 2013-04
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.
Subjects: 
social desirability
mode effect
satisficing
eye-tracking
GHQ-12
JEL: 
C81
C83
Document Type: 
Working Paper

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