PNB 3RM3 Lecture Notes - Lecture 16: Construct Validity, Social Desirability Bias, Nylon
12 Jul 2017
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Controversial topics where participants are not willing to give true response. Lowers construct validity - when people have opinion but say they don"t. To deal with fence sitting: take out extras option. But forcing someone to make choice also restricts construct validity. Plant items meant to uncover socially desirable responding - if item is chosen, it"s too good to be true. Statistically control for peoples" tendency to be socially desirable. Use filler items - using items you aren"t actually interested in, but are still related - items of interest remain hidden; participants don"t know what you"re interested in; distracts them from being dishonest them from being dishonest. Toss data of people you know are faking good. People know what but they don"t necessarily know why. Nisbett and wilson (1977) - set up experiment in mall with nylon stockings lined up. Women asked to feel them and say which they liked best. Asked why they liked it, said its quality.
