Wiley International Encyclopedia of Marketing 2010
DOI: 10.1002/9781444316568.wiem02057
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Social Desirability Bias

Abstract: Social desirability bias refers to the tendency of research subjects to give socially desirable responses instead of choosing responses that are reflective of their true feelings. The bias in responses due to this personality trait becomes a major issue when the scope of the study involves socially sensitive issues such as politics, religion, and environment, or personal issues such as drug use, cheating, and smoking. Whenever possible, it is desirable to measure the extent of the bias present in responses to … Show more

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Cited by 716 publications
(475 citation statements)
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“…Further, all eligible women agreed to participate in the acceptability study. A limitation of this type of research is social desirability response bias (31) . As utilization of CSBP was not observed, it is unknown whether participant responses reflected over-reporting of positive opinions and behaviours and a reluctance to provide truthful, albeit negative, opinions for fear of ridicule, intimidation or jeopardizing future opportunities for food or other types of assistance.…”
Section: Discussionmentioning
confidence: 99%
“…Further, all eligible women agreed to participate in the acceptability study. A limitation of this type of research is social desirability response bias (31) . As utilization of CSBP was not observed, it is unknown whether participant responses reflected over-reporting of positive opinions and behaviours and a reluctance to provide truthful, albeit negative, opinions for fear of ridicule, intimidation or jeopardizing future opportunities for food or other types of assistance.…”
Section: Discussionmentioning
confidence: 99%
“…Nevertheless, rather than reflect these true thoughts or feelings (Grimm, 2010), attitudes, preferences or beliefs (Heerwig & McCabe, 2009), the need for approval (Leite & Beretvas, 2005) results in socially desirable responses (Pauls & Stemmler, 2003). The difference between the expression of socially responsible attitudes and actions is often referred to as the attitude-behaviour gap .…”
Section: Literature Reviewmentioning
confidence: 99%
“…The survey is based on self-reported data, which introduces the possibility of a social desirability bias that may be causing providers to report less discriminatory intent toward transgender patients than they actually feel. 51 Self-reporting also limits generalizability of the results to other situations.…”
Section: Limitationsmentioning
confidence: 99%