TY - JOUR

T1 - Social Desirability's Influence on Audience Research

T2 - Discerning and Reducing It

AU - Bekmeier-Feuerhahn, Sigrid

AU - Bögel, Paula Maria

AU - Sikkenga, Jörg

AU - Heinen, Andreas

N1 - ISBN 978-3-8376-3825-7, PDF: 978-3-8394-3825-1

PY - 2017

Y1 - 2017

N2 - The term ‘social desirability bias’ (SD bias) is used to describe a systematic tendency to adapt one’s behavior or communication to conform to perceived social norms. While SD bias, which can affect the validity of empirical studies, has received considerable attention in psychological research, it has yet to be examined in the context of the fine and performing arts. This study is among the first to provide empirical evidence for high trait desirability (TD) in the cultural sector and a resultant SD bias. It shows that due to SD bias, audiences in the cultural sector are more likely to give misleading positive feedback. It is therefore incumbent on researchers in the cultural sector to integrate an awareness of and possibilities for mitigating SD bias at all stages of their studies. Thispaper offers several specific suggestions on how this can be done.

AB - The term ‘social desirability bias’ (SD bias) is used to describe a systematic tendency to adapt one’s behavior or communication to conform to perceived social norms. While SD bias, which can affect the validity of empirical studies, has received considerable attention in psychological research, it has yet to be examined in the context of the fine and performing arts. This study is among the first to provide empirical evidence for high trait desirability (TD) in the cultural sector and a resultant SD bias. It shows that due to SD bias, audiences in the cultural sector are more likely to give misleading positive feedback. It is therefore incumbent on researchers in the cultural sector to integrate an awareness of and possibilities for mitigating SD bias at all stages of their studies. Thispaper offers several specific suggestions on how this can be done.

KW - Cultural Distribution/Cultural Organization

KW - visitor studies

KW - method development

KW - audience development

KW - theater

KW - marketing

KW - audience development

KW - audience studies

KW - Marketing

KW - Theatre

KW - method development

U2 - 10.14361/zkmm-2017-0202

DO - 10.14361/zkmm-2017-0202

M3 - Journal articles

VL - 3

SP - 13

EP - 45

JO - Zeitschrift für Kulturmanagement: Kunst, Politik, Wirtschaft und Gesellschaft

JF - Zeitschrift für Kulturmanagement: Kunst, Politik, Wirtschaft und Gesellschaft

SN - 2363-5525

IS - 2

ER -