Social desirability
Introduction
Social desirability is a psychological concept that refers to the tendency of individuals to present themselves in a manner that will be viewed favorably by others. It is a type of response bias that is particularly relevant in the context of self-report research, such as surveys or questionnaires. The concept is rooted in the broader field of social psychology, which studies how people's thoughts, feelings, and behaviors are influenced by the actual, imagined, or implied presence of others.
History and Development
The concept of social desirability was first introduced in the mid-20th century by psychologists who were interested in understanding the factors that can influence the validity of self-report measures. It was initially conceptualized as a personality trait, with individuals varying in their tendency to engage in socially desirable responding. However, subsequent research has suggested that it can also be influenced by situational factors, such as the perceived anonymity of the research setting or the nature of the relationship between the respondent and the researcher.
Measurement
Several measures have been developed to assess social desirability bias. One of the most widely used is the Marlowe-Crowne Social Desirability Scale, which was created by psychologists Douglas Crowne and David Marlowe in 1960. This scale consists of 33 true-false items that describe behaviors that are socially desirable but unlikely to be true (e.g., "I never hesitate to go out of my way to help someone in trouble"), as well as behaviors that are undesirable but likely to be true (e.g., "I have occasionally had to tell a lie in order to get my way"). Respondents who endorse a high number of the socially desirable items are considered to be high in social desirability bias.
Other measures of social desirability include the Balanced Inventory of Desirable Responding (BIDR) and the Social Desirability Response Set (SDRS-5). These scales have been used in a wide range of research contexts, including studies of personality, health behaviors, and organizational behavior.
Impact on Research
Social desirability can have a significant impact on the validity of self-report research. If respondents provide answers that are more socially desirable than accurate, it can lead to biased results. This is particularly problematic in areas of research where the behaviors of interest may be viewed negatively by society, such as substance use, sexual behavior, or criminal activity.
Researchers have developed several strategies to minimize the impact of social desirability bias. These include ensuring the anonymity of respondents, using indirect questioning techniques, and incorporating measures of social desirability into the research design to statistically control for its effects.
Theoretical Perspectives
Several theoretical perspectives have been proposed to explain why individuals engage in socially desirable responding. These include the self-presentation theory, which suggests that individuals engage in socially desirable responding to create a favorable impression on others, and the self-deception theory, which proposes that individuals may convince themselves of the truth of their socially desirable responses.
Criticisms and Controversies
While the concept of social desirability has been widely used in psychological research, it has also been the subject of several criticisms. Some researchers have argued that the measures used to assess social desirability are flawed, as they often rely on cultural assumptions about what is considered desirable or undesirable behavior. Others have suggested that the concept is too broad and lacks specificity, as it encompasses a wide range of behaviors and motivations.
Conclusion
Despite these criticisms, the concept of social desirability continues to be an important consideration in psychological research. By understanding and accounting for the potential impact of social desirability bias, researchers can improve the validity of their findings and gain a more accurate understanding of human behavior.