Measurement and Control of Social Desirability Bias in Survey Research

Yorkshire

Social desirability refers to the need for social approval or acceptance (Toh, Lee, & Hu, 2006). This need results in the oft-observed human tendency to present oneself in the best possible light (Fisher, 1993), a tendency that may entail research participants giving or selecting the responses that they perceive to be most socially acceptable when completing self-report questionnaires. Whether the product of self-deception or deliberate impression management (Toh et al., 2006), the failure of participants to respond truthfully or accurately when completing self-reports can distort research results (Fisher, 1993; Schriesheim, 1979; Toh et al., 2006) and cast doubt on the validity of findings. This workshop will familiarize attendees with information on the causes of social desirability bias and simple techniques to assess and control social desirability bias in survey research.