Social desirability bias is a distortion of self-report scores that arises when respondents answer according to how they wish to be seen. It is a recurring limit of communication instruments, sharpening under employer sponsorship and easing with anonymity, confidential feedback, and behavioral evidence.
- Entry typeKey concept
- Category of its source unitMeasurement & Assessment Instruments
- DomainAcross Cultures
What these mean
Editorial orientation · Entry type
Key concept
Key concepts are the working vocabulary of the field: the terms that the models and tools rely on and that a decision about communication has to use precisely. Each entry defines the term and sends you to the brief or the self-guided audit where it is put to work.
Editorial orientation · Category
Measurement & Assessment Instruments
Produces measures, scores, profiles or assessments through defined items, observations or measurement rules. The entry identifies what is measured and the conditions governing interpretation.