The past decade has witnessed a tremendous growth in the use of multi-item scales in consumer-related research. Concurrently, there is increasing concern about the quality of these measures. While the majority of articles now discuss the reliability of the scales administered, fewer address the issue of scale validity. One neglected scale validity issue which should be of particular concern in consumer behavior research is potential social desirability bias associated with scale measures. The purpose of this paper is to discuss the nature of such a bias, the means for testing for it, and ways it can and should be implemented in consumer-related research.

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