Social Desirability Bias

Definition

When participants give answers they think are socially acceptable.

Example

In a study about exercise and health and lifestyle, participants may over-report healthy activities and under-report unhealthy activities in order to better align with social expectations.

Why It Matters

Social desirability bias can lead to inaccurate data, especially in studies about personal behavior, beliefs, or habits. When people try to look good instead of being honest, the results can be misleading. Understanding this bias helps researchers design questions and environments that encourage more truthful responses.

Related Terms

• sampling bias
• observer bias
• confounding variable