SOCIAL DESIRABILITY BIAS IN CROSS‐CULTURAL ETHICS RESEARCH

This paper discusses the impact of a social desirability (SD) bias in cross‐cultural ethics research. An SD bias may mask a relationship between key variables, provide a false correlation between them, moderate their relationship, or influence the response rate to the survey instrument. When survey researchers present hypothetical ethical dilemmas to respondents and ask them what they would do, the respondents' answers will not only be influenced by their actual values and desires, but also by what those individuals perceive to be desirable within their society. We argue that key value differences between countries, as noted by Hofstede, will exert an independent influence on responses to self‐report questionnaires. Four propositions are set forth detailing how this SD bias may differentially affect responses to ethics surveys across cultures. A longitudinal research design is proposed to help disentangle the impact of culture values, personal values, and an SD bias. Several measures to prevent and to control the bias in cross‐cultural ethics research are discussed The use of pretests, pilot tests, and SD scales imbedded within research instruments is recommended.