Social Desirability

Self-report methods exist in the form of rating scales, interviews, and questionnaires and are used in the social sciences to elicit data. Their validity is sometimes questioned due to social desirability, which is the tendency for a respondent to favorably answer questions. A multitude of detection and measurement tools are used to address social desirability, ranging from the Marlowe-Crowne Social Desirability Scale to the Balanced Inventory of Desirable Responding. Research practices and questioning methods are also employed to prevent and reduce social desirability. This entry conceptualizes social desirability, as well as presents and compares some of methods through which such a pervasive source of bias is addressed.