Measurement and Social Desirability Response Bias in Experimental Vignette Resarch: A Test of Mode Theory

Experimental vignettes create hypothetical cultural/normative contexts for studying self-reported attitudes. An important problem is social desirability response bias. The vignette experiment reported here supports a dual-process theory linking explicit vs. implicit attitude measurement and social desirability response bias. Such bias can be effectively managed through measurement strategy and careful inference.