Glossary
Social Desirability Bias
What is social desirability bias?
Social desirability bias is a form of response bias in which reports shift toward what seems socially acceptable or favorable. It can affect surveys and other measures that ask people to describe themselves.
Tourangeau and Yan review reporting errors on sensitive topics. Answers can depend on the question and setting, including embarrassment in front of an interviewer or concern about who might learn the answer.
Example of social desirability bias
Suppose someone reports exercising every day because that answer sounds responsible, although they actually exercise twice a week. The report favors a socially desirable image. Self-report errors are a broader category: an inaccurate exercise report could also result from poor memory, without any wish to look good.
Why it matters
Privacy, suitable wording, and independent measures can help assess or reduce particular reporting problems. An anonymous survey does not guarantee an accurate answer.
Also distinguish the possible causes of an inaccurate report. A person may be trying to look good, responding to a leading question, or simply remembering badly. Those are different problems.