Eye-tracking Social Desirability Bias

Abstract

Eye tracking is now a common technique studying the moment-by-moment cognition of those processing visual information. Yet this technique has rarely been applied to different survey modes. Our paper uses an innovative method of real-world eye tracking to look at attention to sensitive questions and response scale points, in Web, face-to-face and paper-and-pencil self-administered (SAQ) modes. We link gaze duration to responses in order to understand how respondents arrive at socially desirable or undesirable answers. Our novel technique sheds light on how social desirability biases arise from deliberate misreporting and/or satisficing, and how these vary across modes.