The authors present a polytomous item randomized response model to measure socially sensitive consumer behavior. It complements established methods in marketing to correct for social desirability bias a posteriori and traditional randomized response models to prevent social desirability bias a priori. The model allows for individual-level inferences at the construct level while protecting the p...

Most behavioural aspects of software piracy research are a subset of ethical research. Measures of ethical behaviour in research may be subject to biases in response to the social desirability of behaviours. Few studies in the area of software piracy have explicitly addressed this issue. Literature on social desirability bias (SDB) reports on three ways to address response bias: approaches to r...

Adopting an alternative, yet complimentary view to the traditional, performance-based task/technology fit perspective, we examine the post-adoption of social network sites (SNS) by extending the concept of IT desirability as a central predictor of SNS continuous-use. We conceptualize SNS desirability as reflecting the affective relationship individuals experience with SNS, an approach that emph...

1. Introduction Social desirability is commonly thought of as the tendency of individuals to project favorable images of themselves during social interaction. Numerous measures of the tendency to respond in a socially desirable manner have been developed since World War II (Paulhus, 1991). One of the most commonly employed scales has been the Crowne-Marlowe (CM) Social Desirability, or Need for...

We study the locally-defined social capital metric of Palasek (2013) for determining individuals’ prestige within an online social network. From it we derive an equivalent global measure by considering random walks over the network itself. This result inspires a novel expression quantifying the strategic desirability of a potential social connection. We show in silico that ideal social neighbor...

The relative contributions to sexual aggression of general sexual and aggressive motives and their respective inhibitory factors were compared. One hundred forty-three university males responded to self-report measures of sexual and aggressive drives, sex and hostility guilt, social desirability response bias, and history of coercive sexuality. With the effects of social desirability controlled...