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Methods of coping with social desirability bias: A review
Abstract
Social desirability is one of the most common sources of bias affecting the validity of experimental and survey research findings. From a self‐presentational perspective, social desirability can be regarded as the resultant of two separate factors: self‐deception and other‐deception. Two main modes of coping with social desirability bias are distinguished. The first mode comprises two methods aimed at the detection and measurement of social desirability bias: the use of social desirability scales, and the rating of item desirability. A second category comprises seven methods to prevent or reduce social desirability bias, including the use of forced‐choice items, the randomized response technique, the bogus pipeline, self‐administration of the questionnaire, the selection of interviewers, and the use of proxy subjects. Not one method was found to excel completely and under all conditions in coping with both other‐deceptive and self‐deceptive social desirability bias. A combination of prevention and detection methods offers the best choice available.
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“On the other hand, F/BBT agents entirely refrain from demonstrating negative sentiments when they are distant from their acquaintances/neighbours to maintain a positive social image, similar to humans (Nederhof, 1985).”
From Humanoid Agents: Platform for Simulating Human-like Generative Agents (2023) · cites this paper as Nederhof, 1985
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“Although an increase in perceived social presence in face-to-face interviews has been found to increase response biases [32-35], self-reported assessments associated with reduced social presence have demonstrated reliability and validity compared with, for example, face-to-face assessments [36-40].”
BackgroundJain, R., Sharma, D., Behl, A., & Tiwari, A. K. (2022) · International Journal of Emerging Markets · doi:10.1108/ijoem-12-2021-1885 · Cited by 103
Quandt, S. A., LaMonto, N. J., Mora, D. C., Talton, J. W., Laurienti, P. J., & Arcury, T. A. (2020) · International Journal of Environmental Research and Public Health · doi:10.3390/ijerph17165786 · Cited by 68
“Complex question sequences are thought to reduce social desirability bias [32,33].”
BackgroundTemptation in Vote-Selling: Evidence from a Field Experiment in the Philippines
Hicken, A. D., Leider, S., Ravanilla, N., & Yang, D. (2014) · Journal of Development Economics · doi:10.1016/j.jdeveco.2017.10.012 · Cited by 58
Ananthram, S., & Chan, C. C. A. (2016) · Asia Pacific Journal of Management · doi:10.1007/s10490-016-9460-5 · Cited by 62
Postpartum mental health screening and diagnosis by obstetrician–gynecologists
Leddy, M. A., Haaga, D. A. F., Gray, J., & Schulkin, J. A. (2011) · Journal of Psychosomatic Obstetrics & Gynecology · doi:10.3109/0167482x.2010.547639 · Cited by 78
“However, our study adhered to techniques discussed in the literature to reduce social desirability effects, such as having the physician administer the survey individually, stressing confidentiality and anonymity, excluding identifying information from the measures, using an informal and low-technology survey [56,57].”
MethodMoskowitz, J. M. (2004) · Public Opinion Quarterly · doi:10.1093/poq/nfh040 · Cited by 62
Coping styles and self-reported measures of state anxiety and self-confidence
Williams, J. M., & Krane, V. (1992) · Journal of Applied Sport Psychology · doi:10.1080/10413209208406457 · Cited by 62
Liu, Y., Farooque, M., Lee, C.-H., Gong, Y., & Zhang, A. (2023) · International Journal of Production Economics · doi:10.1016/j.ijpe.2023.108866 · Cited by 74
“At the construct level, we followed Pullman et al. ’ s (2009) example to use firm as a proxy subject for CE practices (Nederhof, 1985).”
Ai, Y., Rahman, M. K., Newaz, M., Gazi, M., Rahaman, M. A., al Mamun, A., & Chen, X. (2022) · Frontiers in Psychology · doi:10.3389/fpsyg.2022.856750 · Cited by 61
“The study reduced the social desirability bias (SDB) which denotes the respondent’s tendency to be influenced when filling in the questionnaire while being viewed by others, which can affect the questionnaire’s validity (Nederhof, 1985).”
BackgroundChandra, S., Shirish, A., & Srivastava, S. C. (2020) · Technological Forecasting and Social Change · doi:10.1016/j.techfore.2020.120320 · Cited by 75
Leichtmann, B., & Nitsch, V. (2020) · International Journal of Social Robotics · doi:10.1007/s12369-020-00688-z · Cited by 26
“1 Institute of Industrial Engineering and Ergonomics, RWTH Aachen University, Aachen, Germany psychological research shows that the answer is on average distorted in a socially desirable direction [43,49] (Most people would tell the chef that they like the food, even if it was not that good.”
BackgroundFisher, T. D. (2013) · Sex Roles · doi:10.1007/s11199-013-0266-3 · Cited by 53
“participants are more concerned with looking socially acceptable or with being honest (Nederhof 1985).”
BackgroundHow to increase supplier flexibility through social mechanisms and influence strategies
Chu, P.-Y., Chang, K.-H., & Huang, H.-F. (2012) · Journal of Business and Industrial Marketing · doi:10.1108/08858621211196985 · Cited by 61
“As Nederhof (1985) suggested, self-administration of the questionnaire can prevent or reduce social desirability bias.”
BackgroundChen, P. Y., Dai, T., Spector, P. E., & Jex, S. (1997) · Journal of Personality Assessment · doi:10.1207/s15327752jpa6901_10 · Cited by 61
Cross-Cultural Consumer Psychology
Shavitt, S., Lee, A. Y., & Johnson, T. (2007) · doi:10.4324/9780203809570.ch44 · Cited by 61
“Respondent reporting of information that projects a favorable image of themselves, sometimes at the expense of accuracy, is commonly known as social desirability bias (Nederhof, 1985).”
BackgroundMethodJalo, H., & Pirkkalainen, H. (2023) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2023.102731 · Cited by 76
“The order of the items was also randomized for each respondent so that the respondents would not feel pressured to answer consecutive similar questions identically (Nederhof, 1985).”
BackgroundVoet, M., & Wever, B. D. (2018) · Journal of Teacher Education · doi:10.1177/0022487117751399 · Cited by 63
“To reduce social desirability (see also Krumpal, 2013; Nederhof, 1985), the survey was designed to be filled in anonymously, through self-administration, and to be returned within a sealed envelope.”
MethodA Consumer Neuroscience Study of Conscious and Subconscious Destination Preference
Ramsøy, T. Z., Michael, N., & Michael, I. (2019) · Scientific Reports · doi:10.1038/s41598-019-51567-1 · Cited by 76
User profiles for populist counter-media websites in Finland
Noppari, E., Hiltunen, I., & Ahva, L. (2019) · Journal of alternative and community media · doi:10.1386/joacm_00041_1 · Cited by 60
“This was communicated to the interviewees in advance to combat social desirability bias (Nederhof, 1985).”
BackgroundThe Role of Social Desirability in the Assessment of Personality Constructs
Helmes, E. (2000) · Springer eBooks · doi:10.1007/978-1-4615-4397-8_2 · Cited by 60
Lee, J.-C., Chou, I., & Chen, C. (2020) · Information Systems Journal · doi:10.1111/isj.12303 · Cited by 60
“In addition, CMB may occur due to the effect of social desirability bias (Nederhof, 1985).”
BackgroundMethodScerri, A., Innes, A., & Scerri, C. (2016) · Aging & Mental Health · doi:10.1080/13607863.2016.1231170 · Cited by 68
“self-reported changes) to show evidence of change in practice, there is a risk of social-desirability bias that could limit the validity of these findings (Nederhof, 1985).”
BackgroundConsumer Attitudes toward Responsible Entities in Sport (CARES): Scale development and model testing
Walker, M., & Heere, B. (2010) · Sport Management Review · doi:10.1016/j.smr.2010.08.001 · Cited by 58
“These items also warranted deletion because they are increasingly sensitive to social biasing (Nederhof, 2006) especially in the CSR domain.”
BackgroundThe effects of noise control in coffee tasting experiences
Bravo-Moncayo, L., Reinoso‐Carvalho, F., & Velasco, C. (2020) · Food Quality and Preference · doi:10.1016/j.foodqual.2020.104020 · Cited by 71
Huang, X., Hou, J., Song, A., Liu, X., Yang, X., Xu, J., Zhang, J., Hu, Q., Chen, H., Chen, Y., et al. (2018) · Frontiers in Pharmacology · doi:10.3389/fphar.2018.00799 · Cited by 67
“Mixed methods including the use of social desirability scales, the rating of item desirability, the use of forced-choice items and the randomized response technique to evaluate and decrease social desirability should be used in future studies (Nederhof, 1985).”
MethodO'Higgins, A., Ott, E., & Shea, M. (2018) · Clinical Child and Family Psychology Review · doi:10.1007/s10567-018-0256-7 · Cited by 58
“2006; Bowling 2009; Crawley 2010; Nederhof 1985).”
BackgroundZhang, L., Lam, C. F., & Deng, Y. (2016) · The International Journal of Human Resource Management · doi:10.1080/09585192.2015.1128469 · Cited by 57
Co-occurrence of Obesogenic Risk Factors Among Adolescents
Hardy, L. L., Grunseit, A. C., Khambalia, A., Bell, C., Wolfenden, L., & Milat, A. (2012) · Journal of Adolescent Health · doi:10.1016/j.jadohealth.2011.12.017 · Cited by 57
How confidently can we infer health beliefs from questionnaire responses?
Sheeran, P., & Orbell, S. (1996) · Psychology and Health · doi:10.1080/08870449608400257 · Cited by 48
Verbal anthropomorphism design of social robots: Investigating users’ privacy perception
Chung, H., Kang, H., & Jun, S. (2023) · Computers in Human Behavior · doi:10.1016/j.chb.2022.107640 · Cited by 65
An analysis of the sustainability goals of digital technology start-ups in Berlin
Lammers, T., Rashid, L., Kratzer, J., & Voinov, A. A. (2022) · Technological Forecasting and Social Change · doi:10.1016/j.techfore.2022.122096 · Cited by 67
Preschool screen media exposure, executive functions and symptoms of inattention/hyperactivity
Corkin, M. T., Peterson, E. R., Henderson, A. M. E., Waldie, K. E., Reese, E., & Morton, S. (2021) · Journal of Applied Developmental Psychology · doi:10.1016/j.appdev.2020.101237 · Cited by 88
Investigating automation and AGV in healthcare logistics: a case study based approach
Benzidia, S., Ageron, B., Bentahar, O., & Husson, J. (2018) · International Journal of Logistics Research and Applications · doi:10.1080/13675567.2018.1518414 · Cited by 57
“However, this face-to-face data collection is not exempt from bias, including ‘social desirability bias’, which is when individuals attempt to answer survey questions in ways that they consider socially desirable (Nederhof 1985).”
BackgroundHe, J., van de Vijver, F. J. R., Espinosa, A. D. C. D., Abubakar, A. A., Dimitrova, R., Adams, B. G., Aydinli, A., Atitsogbe, K. A., Alonso‐Arbiol, I., Bobowik, M., et al. (2014) · Cross-Cultural Research · doi:10.1177/1069397114552781 · Cited by 75
“In this line of thinking, SDR is a nuisance factor that should be minimized, through a careful research design or statistical corrections (e.g., Nederhof, 1985).”
Scheer, D., Konrad, W., & Wassermann, S. (2016) · Energy Policy · doi:10.1016/j.enpol.2016.09.061 · Cited by 64
The construct of social desirability: One or two dimensions?
Helmes, E., & Holden, R. R. (2003) · Personality and Individual Differences · doi:10.1016/s0191-8869(02)00086-7 · Cited by 56
Metadata
- Authors
- Nederhof, A. J.
- Corresponding author
- Nederhof, Anton J.
- Venue
- European Journal of Social Psychology
- Publisher
- Wiley
- Published
- 1985-07
- Volume
- 15
- Issue
- 3
- Pages
- 263-280
- ISSN
- 0046-2772 (ISSN-L)
- 1099-0992
- OpenAlex
- W2046622454
- Cited by
- 2,340
- References
- 0
- Citations by year
- 2026: 159 · 2025: 218 · 2024: 182 · 2023: 188 · 2022: 175 · 2021: 186 · 2020: 162 · 2019: 144 · 2018: 134 · 2017: 109 · 2016: 100 · 2015: 114 · 2014: 97 · 2013: 68 · 2012: 60
- FWCI
- 21.96
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- European Journal of Social Psychology (publishedVersion)
- Topics
- Social Sciences › Sociology and Political Science › Survey Methodology and Nonresponse
- Social Sciences › Decision Sciences › Management Science and Operations Research › Psychometric Methodologies and Testing
- Physical Sciences › Mathematics › Statistics and Probability › Survey Sampling and Estimation Techniques
- Keywords
- social desirability bias, self-presentation, self-deception, Social Desirability Scale, randomized response, bogus pipeline, self-administered questionnaire, bias detection, bias prevention
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