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Vol. 31 (2015) No. 2 p. 120-127




In this article, monitor attitudes during online surveys were empirically examined, focusing in particular on satisficing (when survey participants do not fully engage their efforts). At first, the extent to which the satisficing tendency was dependent on personal traits was examined. We observed participants’ behavior in an online survey setting that required them to view video stimulus material consisting of news footage, and measured the length of time each participant spent viewing the footage. The results revealed that respondents who had satisficed (half-heartedly read) the scale items in a prior study (Miura & Kobayashi, 2015) were much more likely to satisfice the video footage. Then, agenda-setting and media-priming effects were used to examine the impact of satisficing during online surveys (including experimental manipulation) on empirical findings. Both examinations indicated the strong possibility that data pertaining to participants who satisficed could serve to distort empirical findings.

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