The problem of cognitive biases in the sociological measurement of consumers’ ‘satisfaction’

The article is devoted to the problem of consumers’ cognitive biases in sociological surveys. The author believes that despite respondent’s willingness to give true and objective answers his perception is biased by different factors. There is no way to get rid of such biases in sociological surveys for respondents do not know that their perception is affected at a very deep, unconscious level of cognition. The article offers a number of examples of such cognitive biases caused by social factors as well as non-social.

validity, perception, survey methods, measurement, biases, satisfaction, choice, consumption