Combining implicit and explicit techniques to reveal social desirability bias in electricity conservation self-reports

While questionnaires are still the most common way to survey consumers’ behaviors, it is known that respondents’ answers can be affected by the social desirability attributed to the behavior under investigation. To check whether a social desirability bias also affects electricity consumption self-reports, a study was carried out adopting an explicit (questionnaire) and implicit measurement technique (the autobiographical Implicit Association Test). Three behaviors were probed in this way, with a sample of 180 participants (60 for each behavior). The analysis of the congruence between explicit and implicit answers confirms that desirability bias is at stake in self-reported measures of electricity conservation; it also shows that different behaviors—in this same domain—can be subject to this bias to a different extent and that a considerable amount of participants need to be considered as ambivalent. The methodological and conceptual implications of these findings and of the method are discussed with respect to pro-environmental studies and interventions.