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GOR 2001 - content This is the http://kiwi.uni-psych.gwdg.de/congress/gor-2001/contrib/contrib/silberer-guenter/contrib/stoeber-joachim/stoeber-joachim Document. Main Author: Stöber, Joachim Co-Authors: Reips, Ulf-Dietrich ; Kaufmann, Esther ; Hahn, André ; ; Institution: Institut für Psychologie, Martin-Luther-Universität Halle-Wittenberg Contribution Title: Social desirability in online studies: Personal and motivational factors. Authors Email: stoeber@paedagogik.uni-halle.de URLs: http://www.erzwiss.uni-halle.de/gliederung/paed/ppsych/stoe1eng.html Abstract German (version: 25/06/2002 - 07:47, size: 0) English: In studies based on self-reported data, socially desirable responding (SDR) always presents a potential source of bias that may threaten both internal and external validity of the results obtained. Whereas there is ample research on SDR with traditional methods, there are only few studies on SDR in online research. Consequently, little is known about the effects of SDR on self-reports obtained online, particularly in combination with effects of motivational factors such as anonymity and financial incentives (Frick, Bächtiger & Reips, in press). The aim of the present study was to examine the combined influence of SDR and motivational factors in an online survey on consumer attitudes and purchase intention. To assess SDR, an online version of the Social Desirability Scale-17 (Stöber, 1999, in press) was employed. Moreover, three factors were experimentally manipulated, namely (a) anonymity, (b) financial incentives, and (c) the prosocial appeal of the product. The product investigated was a fictitious new brand of Jeans. In one condition, the Jeans were presented with new product quality features (e.g., improved zippers). In the other condition, the Jeans were presented with the same features and with some additional features which stressed the social "fairness" of the product (e.g., fair wages for the workers). Results showed a complex interaction of personal, motivational, and product-related variables on the influence of SDR on self-reports in online questionnaire studies and surveys. Article preliminary article (version: 25/06/2002 - 07:47, size: 512) view preliminary article - edit preliminary article - upload an image(for authors only)