Social desirability bias
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Understanding Social Desirability Bias in Research
Introduction to Social Desirability Bias
Social desirability bias (SDB) refers to the tendency of individuals to respond to questions in a manner that will be viewed favorably by others. This bias can significantly affect the validity of self-reported data in various research domains, including dietary intake, ethical decision-making, and health behaviors1 2 10. SDB manifests in two primary forms: impression management, where individuals consciously provide favorable responses, and self-deception positivity, where individuals unknowingly give overly positive self-assessments4.
Impact on Dietary Self-Reports
In dietary studies, SDB can lead to substantial underreporting of food intake, particularly among individuals with higher social desirability scores. Research has shown that nutrient scores derived from self-reported dietary recalls are often biased downward due to SDB, with the effect being more pronounced in women than men1. This bias can compromise the accuracy of dietary intake measures and affect risk estimates in epidemiological studies1.
Ethical Decision-Making and SDB
SDB also plays a critical role in ethical decision-making. Studies involving accountants have demonstrated that SDB is higher in situations perceived as more unethical. Additionally, religiousness and gender interact to influence the extent of SDB, with more religious women exhibiting the highest bias scores2. This suggests that personal values and social norms significantly shape how individuals report their ethical judgments.
Coping with Social Desirability Bias
Researchers have developed various methods to detect and mitigate SDB. These include using social desirability scales, rating item desirability, and employing techniques such as forced-choice items, randomized response techniques, and self-administered questionnaires3. No single method is foolproof; thus, a combination of detection and prevention strategies is recommended to effectively manage SDB3.
SDB in Qualitative Research
In qualitative research, SDB can complicate the interpretation of findings. Strategies to minimize SDB include careful introduction of the study, establishing rapport with participants, and training data collectors to recognize and address socially desirable responses6. Regular debriefing sessions and team meetings can help refine these approaches throughout the research process6.
Measuring and Controlling SDB in Information Systems Research
In the field of information systems (IS), SDB can threaten the validity of research findings. The Marlowe-Crowne scale is commonly used to measure SDB, but the impression management scale has been found to be more effective in certain contexts7. Controlling for SDB can alter the significance of demographic variables and affect coefficient sizes in statistical analyses, highlighting the importance of addressing this bias in IS research5.
Conclusion
Social desirability bias is a pervasive issue that can distort self-reported data across various research domains. Understanding its manifestations and employing a combination of detection and prevention methods are crucial for enhancing the validity of research findings. By acknowledging and addressing SDB, researchers can improve the accuracy of their studies and the reliability of their conclusions.
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Most relevant research papers on this topic
Social desirability bias in dietary self-report may compromise the validity of dietary intake measures.
Social desirability bias in dietary self-report leads to a large downward bias in nutrient estimation, potentially impacting epidemiological risk estimates.
RCT
Highly CitedExploring Social Desirability Bias
Social desirability bias in ethical decision-making among accountants is higher when the situation is more unethical, with more religious women showing the highest bias scores compared to less religious women and men.
Non-RCTHighly CitedMethods of coping with social desirability bias: A review.
A combination of prevention and detection methods is the best choice for coping with social desirability bias in research.
Literature ReviewHighly CitedSocial Desirability Bias
Social desirability bias (SDB) involves responding to questions in a way that leads to a more positive depiction of an individual than is objectively warranted, with two different manifestations: impression management and self-deception positivity.
Highly CitedControlling social desirability bias
Controlling social desirability bias in marketing experiments and surveys can significantly alter results and impact demographic variables and coefficient sizes.
Highly Cited“Everything Is Perfect, and We Have No Problems”: Detecting and Limiting Social Desirability Bias in Qualitative Research
Using strategies to detect and limit social desirability bias in qualitative research can help minimize complexities in interpreting findings.
Highly CitedMeasuring and Controlling Social Desirability Bias: Applications in Information Systems Research
The impression management scale is a more effective tool for assessing social desirability bias in information systems research than the Marlowe-Crowne scale, and can potentially threaten the validity of such research.
Observational StudyResponse bias, social desirability and dissimulation
Social desirability is a stable, multidimensional trait, rather than a situationally-specific response set, and faking studies can examine people's stereotypes and images of normality and abnormality.
Literature ReviewHighly CitedThe relationship between social desirability bias and self-reports of health, substance use, and social network factors among urban substance users in Baltimore, Maryland.
Social desirability bias is associated with key health measures in inner-city substance users, not primarily due to depressive symptoms.
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