Purpose

The purpose of this study is to compare two different types of measures of social desirability bias (SDB), a short form of the Marlowe–Crowne measure, a popular direct measure, and an example of a projective technique where half of the respondents record the views of their “best friends”.

Design/methodology/approach

The data were collected using an online survey of members of a consumer panel. The context chosen to test the SDB measures was that of attitudes toward counterfeit products and xenocentrism in Colombia. Counterfeit proneness, attitude toward counterfeit products and consumer xenocentrism were selected as variables likely to be affected by SDB. Vertical and horizontal collectivism were included as variables likely to influence the first group of variables while not being themselves subject to SDB.

Findings

The projective technique consistently identified higher levels of SDB effects, as hypothesized. Marked differences emerged in the apparent strength of the relationships between the operational constructs depending upon which measure of SDB was used. At times, whether any such relationship might exist depended on the SDB measure used. Contrary to some prior work, no systematic gender effects were identified using either approach.

Originality/value

The first study to provide evidence of the comparative effects of different types of measures of SDB in research into ethical issues. One of the few to demonstrate how apparent relationships between variables can be created by SDB.

中文翻译：

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简短形式的马洛-克罗恩和“最好的朋友”社会期望偏差测量的比较

目的

本研究的目的是比较两种不同类型的社会期望偏差（SDB）测量，马洛-克罗恩测量的简写形式，一种流行的直接测量，以及一个投影技术的例子，其中一半的受访者记录了他们“最好的朋友”的看法。

设计/方法论/途径

这些数据是通过对消费者小组成员进行在线调查收集的。选择测试 SDB 措施的背景是哥伦比亚对假冒产品和仇外中心主义的态度。假冒倾向、对假冒产品的态度和消费者异国中心主义被选为可能受到 SDB 影响的变量。纵向和横向集体主义被列为可能影响第一组变量的变量，但它们本身不受 SDB 的影响。

发现

正如假设的那样，投影技术一致地确定了较高水平的 SDB 效应。根据所使用的 SDB 衡量标准，操作结构之间关系的明显强度存在显着差异。有时，是否存在任何此类关系取决于所使用的 SDB 衡量标准。与之前的一些工作相反，使用这两种方法都没有发现系统性的性别影响。

原创性/价值

第一项研究提供了 SDB 不同类型措施在伦理问题研究中的比较效果的证据。是少数几个展示 SDB 如何创建变量之间明显关系的工具之一。