Social Desirability Bias

Soxial desirability bias is a type of response bias where people’s are inlfluenced by social expectations. It can occur in surveys, polls or interviews when participants feel the pressure to conform to social norms. 

People may modify their reponses to avoid criticism, gain approval, or present themselves in a positive light. 

See the full study here :

Krumpal, I. (2013). Determinants of social desirability bias in sensitive surveys: a literature review. Quality & quantity47(4), 2025-2047,


Want to know more about biases?

Door in the Face Technique

Decoy Effect

Present Bias

Group Attribution Error