What is Social Desirability Bias?
Social desirability bias is the tendency for research participants to answer questions in a way that portrays them in a favorable light rather than providing completely honest responses. Typically, this bias occurs when participants answer questions to look better in the eyes of the researchers performing the study. It is a form of response bias, primarily affecting studies that use surveys and structured interviews to obtain self-reported information from the participants. However, it can occur in any study where the participants know researchers are watching. This bias reduces a study’s validity because the participants concealing their genuine opinions and behaviors. [Read more…] about Social Desirability Bias: Definition & Examples