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Eye-tracking social desirability bias

Kaminska, O and Foulsham, T (2016) 'Eye-tracking social desirability bias.' BMS Bulletin of Sociological Methodology/ Bulletin de Methodologie Sociologique, 130 (1). 73 - 89. ISSN 0759-1063

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Eye tracking is now a common technique studying the moment-by-moment cognition of those processing visual information. Yet this technique has rarely been applied to different survey modes. Our paper uses an innovative method of real-world eye tracking to look at attention to sensitive questions and response scale points, in Web, face-to-face and paper-and-pencil self-administered (SAQ) modes. We link gaze duration to responses in order to understand how respondents arrive at socially desirable or undesirable answers. Our novel technique sheds light on how social desirability biases arise from deliberate misreporting and or satisficing, and how these vary across modes.

Item Type: Article
Subjects: B Philosophy. Psychology. Religion > BF Psychology
H Social Sciences > H Social Sciences (General)
H Social Sciences > HA Statistics
Divisions: Faculty of Science and Health > Psychology, Department of
Faculty of Social Sciences > Institute for Social and Economic Research
Depositing User: Jim Jamieson
Date Deposited: 23 Mar 2016 13:18
Last Modified: 30 Mar 2021 15:15

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