Social desirability bias: definition and example

Where the idea comes from

Crowne and Marlowe introduced a social desirability scale in 1960 to address a known problem: personality test scores can be swayed by response tendencies unrelated to what the test is trying to measure (Crowne and Marlowe, 1960). Their scale included statements that are flattering but rarely true of anyone, so agreeing with many of them hints at a tendency to present well.

An EQ example

An item reads, "I never lose my temper with people I love." Few people could honestly agree. Someone who wants to be a calm parent may still choose "Often" because the honest answer, "Sometimes I yell at bedtime," feels like a failure. The answer reflects their values more than their evenings.

Why it is not simply lying

Most people who answer in a flattering direction are not deliberately deceiving anyone. They may be describing who they try to be, or remembering their best days. Seeing it as a normal pull, rather than a moral failing, makes it easier to notice and correct in your own answers.

How to reduce it in your own answers

Picture a specific recent week rather than your best self. Answer for the situation that is hardest for you, not the easiest. Remember that a lower, honest answer is more useful for reflection than a flattering one, because it points at something you can practice.

Test designers also counter the bias with scenario items, where the best choice is less obvious; see situational judgment tests. The broader issue is covered under self-report bias.