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Socially desirable response sets: The impact of country culture
Author(s) -
Middleton Karen L.,
Jones Jeri Lynn
Publication year - 2000
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/(sici)1520-6793(200002)17:2<149::aid-mar6>3.0.co;2-l
Subject(s) - generalizability theory , psychology , response bias , social desirability , social psychology , scale (ratio) , social desirability bias , hofstede's cultural dimensions theory , cross cultural , cultural bias , sociology , developmental psychology , anthropology , geography , cartography
The present research explores differences in social‐desirability response bias across cultures. Results indicate a significant difference in response bias between Western and Eastern subjects that may be attributed to differences in the dominant cultural dimensions of the subject's country of origin. Additional analysis reveals surprising results regarding the measurement‐scale properties themselves. The unexpected findings raise concerns about the cross‐cultural generalizability of the Marlowe–Crowne Social Desirability scale. © 2000 John Wiley & Sons, Inc.