What is social desirability bias?

Social desirability bias refers to the inclination of individuals to provide responses in a manner that will be viewed favorably by others. This often leads participants to answer survey questions in a way that aligns with societal norms and expectations, rather than providing their true opinions or behaviors. For example, if a survey asks about alcohol consumption or personal habits, respondents may underreport behaviors that are perceived negatively or overreport those seen positively, such as charitable acts.

This bias can significantly impact the validity of data collected in research, as it introduces a discrepancy between what people truly think or do and what they report. Understanding social desirability bias is crucial for researchers to design surveys and interpret data accurately, ensuring that they account for the tendency of respondents to skew their answers to fit social norms.