Development and validation of the Agents' Socially Desirable Responding (ASDR) scale

While the marketing discipline has advanced knowledge by augmenting objective measures of marketing performance with survey-solicited subjective measures, it has not adequately attended to potential response biases. The authors' review of the literature highlights the need for a valid measure of socially desirable responding that can be used in detecting social desirability bias in managers' responses to subjective performance measures. Agents' Socially Desirable Responding (ASDR) scale development and validation procedures are described. Validation efforts reveal the psychometric properties of the eight-item ASDR scale and provide evidence of its utility.