Social desirability bias

Social desirability bias is when we over-report what we think is socially acceptable and under-report what we think is frowned upon. We present ourselves in line with how we want to be seen, so surveys and conversations can be skewed toward "good" answers rather than accurate ones.

Examples

• In a survey, people say they vote, exercise, and recycle more often than they actually do, because those are seen as good behaviors.

• People under-report how much they drink, eat unhealthily, or watch TV when they think those behaviors are judged.

• In a job interview, you exaggerate your strengths and minimize your weaknesses to match what you think the employer wants.

• On health forms, patients may overstate how well they follow treatment and understate smoking or risky behavior.