Year-end Sale % OFF 
Abstract
Social desirability (SD) represents the problem of subjects responding with social norms rather than individual values. This paper briefly surveys the SD literature and considers its relevance for contingent valuation (CV) studies. In an empirical study, undergraduate students were administered the Mariowe-Crowne Social Desirability Scale, as well as CV questions. High SD scores were hypothesized to imply a greater likelihood of offering a protest reason for a zero bid and to increase bids for socially desirable commodities. While all hypotheses were not supported, the empirical results suggest that SD can influence CV responses and should not be dismissed prematurely.
Submitted Version (
Free)
Published Version
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
