AN EXPERIMENT IN CONTINGENT VALUATION AND SOCIAL DESIRABILITY

Social desirability (SD) represents the problem of subjects responding with social norms rather than individual values. This paper briefly surveys the SD literature and considers its relevance for contingent valuation (CV) studies. In an empirical study, undergraduate students were administered the Marlowe-Crowne Social Desirability Scale, as well as CV questions. High SD scores were hypothesized to imply a greater likelihood of offering a protest reason for a zero bid and to increase bids for socially desirable commodities. While all hypotheses were not supported, the empirical results suggest that SD can influence CV responses and should not be dismissed prematurely.