2010
DOI: 10.2478/v10023-010-0036-6
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Social Conformity and Response Bias Revisited: The Influence of "Others" on Japanese Respondents

Abstract: This study was undertaken to investigate the impact of other respondents' answers on individual responses in survey studies. The study employed four different conditions and manipulated the direction and the level of social pressure. The results have confirmed that social desirability bias hugely impacts individual answers. It was found that respondents are seven times more likely to choose a socially unacceptable option if majority of the preceding respondents also have chosen the same option. Additionally, t… Show more

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Cited by 10 publications
(14 citation statements)
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“…That is, identities seem to be equally influential for intentions and behaviours, suggesting that there is no obvious intention-behaviour gap (Kollmuss & Agyeman, 2002). A reason for this finding might be that certain psychological biases, including social desirability and conformity, may have equally affected intention and behavioural measures (Kondo, Saito, Deguchi, Hirayama, & Acar, 2010). Social desirability is where individuals carry out a behaviour based on what they think other individuals expect of them.…”
Section: Assumptions 2a-c: Multiple Identity Relationships With Pebmentioning
confidence: 99%
“…That is, identities seem to be equally influential for intentions and behaviours, suggesting that there is no obvious intention-behaviour gap (Kollmuss & Agyeman, 2002). A reason for this finding might be that certain psychological biases, including social desirability and conformity, may have equally affected intention and behavioural measures (Kondo, Saito, Deguchi, Hirayama, & Acar, 2010). Social desirability is where individuals carry out a behaviour based on what they think other individuals expect of them.…”
Section: Assumptions 2a-c: Multiple Identity Relationships With Pebmentioning
confidence: 99%
“…A potential alternative explanation for the discrepancy is a response bias specific to Japanese individuals. Kondo, Saito, Deguchi, Hirayama, and Acar ( 2010 ) found that Japanese individuals tend to answer in the same way as the majority even when the majority’s answer is not socially acceptable. In other words, the study indicated that Japanese people are prone to social desirability bias by following the majority’s opinion.…”
Section: Discussionmentioning
confidence: 99%
“…In other words, the study indicated that Japanese people are prone to social desirability bias by following the majority’s opinion. Based on Kondo et al’s ( 2010 ) findings, in the coldness condition, participants might have reported feeling cold during the synchronous condition more than during the asynchronous condition in order to please the experimenters, even if they did not actually feel cold. Can this bias explain the discrepancy?…”
Section: Discussionmentioning
confidence: 99%
“…Such conformity is thought to be encouraged by informal social sanctions or rewards that are frequently related to emotions such as shame and pride (Goffman 1967;Scheff 1988). The impact of these social sanctions is, therefore, different from culture to culture, and studies have found evidence of such desirability effects that reflect the norms of different settings (Zerbe and Paulhus 1987;Neto 1995;Kondo et al 2010). The impact of these social sanctions is, therefore, different from culture to culture, and studies have found evidence of such desirability effects that reflect the norms of different settings (Zerbe and Paulhus 1987;Neto 1995;Kondo et al 2010).…”
Section: Interviewer Effects and Social Desirability Biasmentioning
confidence: 99%