Reporting About Others' Behavior: The Role of Judgment Strategy, Knowledge, and Regularity

Abstract

Many surveys rely on peoples' ability to report accurately about others' behavior. However, the mechanism by which this is done is not well understood. We test a conceptual model that posits the processes by which respondents answer questions about others and the accuracy of such reports. Specifically, we examine how judgment strategy moderates the effects of behavioral regularity on reporting accuracy, and explore the effects of knowledge on response accuracy. Findings suggest that respondents' ability to accurately estimate another persons' behavior increases with the regularity of the behavior and the closeness of the relationship. We discuss the theoretical implications for understanding how memory structures about others affect prediction judgment processes, and the practical implications for organizational and consumer surveys.