Can Conjoint Analysis Reduce Social Desirability Bias?

• In Event: Improving Experimental Design

Brief Overview

We propose a novel experimental design to test whether conjoint analysis can accomplish reduce social desirability bias and implement it in a study about consumer preferences when shopping online.

Authors

• Yusaku Horiuchi, Dartmouth College

• Zach Markovich, MIT

• Teppei Yamamoto, Massachusetts Institute of Technology