Definition Social desirability bias
Frequently, in a survey, sensitive or embarrassing questions concerning such topics as alcoholism, sex, and racism are not answered honestly. The social desirability bias is to blame for this phenomenon, which is also called the effect of conformity.
Respondents want to avoid having 'deviant' or extreme opinions and attitudes and therefore do not answer honestly. Instead, respondents give an answer that they think is accepted by society – in other words 'socially desired'. The social desirability bias can often be observed in surveys about social values.
Another example of social desirability can be observed in survey questions. Those with a positive social connotations are usually favored (news, documentaries).
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