title: Demand artifact: objectively detecting biased participants in advertising research.
abstract: Detecting and reducing the effect of biased participants continues to be an important task for researchers. However, the lack of objective measures to assess demand artifact has made it difficult to effectively address this issue. This paper reports two experiments that apply a theory-based post-experimental inquiry that can systematically identify biased participants in consumer research. The results demonstrate how easily and effectively researchers can incorporate this tool into experimental studies of all types and reduce the likelihood of systematic error.
authors.affiliation: 1 College of Business Administration Marketing Marquette University.
authors.forename: Felicia
authors.initials: F
authors.lastname: Miller
authors.forename: Susan
authors.initials: S
authors.lastname: Schertzer
mesh_terms: D000293:Adolescent; D000329:Advertising / Q000706:statistics & numerical data*; D015982:Bias; D003258:Consumer Behavior / Q000706:statistics & numerical data; D003469:Culture; D008192:Deception; D005260:Female; D006801:Humans; D008297:Male; D040541:Marketing / Q000706:statistics & numerical data*; D008432:Mathematical Computing; D009042:Motivation; D018579:Patient Selection; D012925:Social Conformity; D011795:Surveys and Questionnaires; D055815:Young Adult