Journal Article

Eye-tracking social desirability bias

Authors

Publication date

Apr 2016

Summary

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.

Published in

BMS: Bulletin of Sociological Methodology

Volume and page numbers

130 , 73 -89

ISSN

16

Subjects

Survey Methodology and Social Psychology

Links

University of Essex, Albert Sloman Library Periodicals *restricted to University of Essex registered users* - http://serlib0.essex.ac.uk/record=b1752742~S5

Notes

Hilary Doughty Research Library - serial sequence - indexed article

Related publications

1. Understanding sources of social desirability bias in different modes: evidence from eye-tracking

   Olena Kaminska and Tom Foulsham

   ISER Working Paper Series, 2013-04 - 07 Mar 2013 - download  
   1. Survey Methodology
   2. Social Psychology

2. Understanding sources of social desirability bias in different modes: evidence from eye-tracking

   Olena Kaminska and Tom Foulsham

   ISER Working Paper Series, 2013-04 - 07 Mar 2013 - download  
   1. Survey Methodology
   2. Social Psychology

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