Social desirability bias — why you can't just ask people.

Imagine you’re conducting a survey. You want to know how many people have cheated on their partner. Do you think you’ll get honest answers?

This is in essence a rhetorical question, as most people will instinctively tend to say “no” to whether they think such a survey will generate valid and reliable answers.

This is because it seems to be a universal behavior that rather than giving honest answers to sensitive questions, people will say what they think is socially acceptable.

In fact, whether it’s personal inquiries or concerns embarrassing topics or even just circles around everyday subject matters, people will tend to exaggerate their positive qualities and downplay their negative ones.

Have you ever wondered why people often tend to do this; say one thing but do another?

The generally accepted theoretical framework suggests that the explanation is not as simplistic as just a matter of being two-faced.

One of the psychological phenomena behind why people often tend to distort the truth, is something known as social desirability bias.

Simply put: People bend the truth, or flat-out lie, to avoid possible negative social consequences.

People bend the truth to avoid negative social consequences.

Here are a few areas where social desirability bias presents itself.

Political polls: People may be hesitant to express their true opinions on controversial issues due to fear of social judgment.
Job interviews: Candidates may exaggerate their skills or downplay their weaknesses to impress potential employers.
Health surveys: People may underreport risky behaviors or overreport healthy behaviors to maintain a positive self-image.

Social desirability bias occurs when people respond to questions or surveys or generally act in a way that they believe makes them appear more virtuous or socially acceptable, rather than giving their true opinion or showing their true behavior.

This bias is motivated by the fundamental human drive to seek pleasure and avoid discomfort.

The Pleasure Principle

Within the framework of psychoanalysis, the Pleasure Principle — a term coined by Sigmund Freud — describes the instinctive drive towards pleasure and the avoidance of pain as central to human motivation.

From a Eurocentric version of world history (which systematically and historically has overlooked the rich tapestry of global philosophical thought) this principle has roots beginning with ancient Greek philosophy, particularly in the Stoic school, and has evolved over time to be applied in diverse contexts.

Naturally, Freud’s work, as well as the contributions of the ancient Greeks, while groundbreaking, were not created in a vacuum. The interplay of pleasure and pain is not solely a Western construct.

Indigenous philosophies around the world have long recognized the dual nature of existence where pleasure and pain are seen as complementary forces, documenting insights and observations that predate figures like Plato and Freud.

Thoughts by Buddha and Mahavira, as well as in ancient Chinese philosophy—particularly Confucianism and Daoism (represented by Laozi and Zhuangzi)—offer valuable insights into understanding human existence.

In Africa, for example the Akan and the Yoruba cultures developed complex systems of thought that address the nature of the universe, also predating Western philosophies.

In contemporary discourse, insights about the human tendency to seek pleasure and avoid discomfort continue to be relevant as we grapple with issues of mental health, addiction, and the pursuit of happiness in an increasingly complex world.

The observed principles are foundational in various academic fields, including psychology, philosophy, and sports science.

The term “The Pleasure Principle” is academically associated with Freud’s theories, and serves as the driving force behind his description of the id, the part of the human psyche that — according to Freud — operates on instinctual desires.

Freud articulated that the id seeks immediate gratification of basic needs (such as hunger, thirst, and sexual urges) without consideration for the consequences.

This pursuit of pleasure is contrasted with the Reality Principle, which governs the ego and represents the ability to defer gratification in favor of more realistic and “socially acceptable” outcomes.

The reality principle acknowledges that while pleasure is a primary motivator, individuals must navigate the complexities of their environment, which often necessitates postponing immediate desires for long-term benefits.

Freud’s theories are relevant in this article because understanding the Pleasure Principle (and its underlying ancient observations) helps us connect why the desire for social acceptance influences our responses to surveys and questions.

The Pleasure Principle provides a broader context behind why and how social desirability bias is a specific manifestation of this tendency {particularly in the context of surveys and research}.

Fitting in

Let’s imagine Andrea and David, two teenagers who felt like they were swimming upstream in a sea of popularity. As the more studious and socially awkward characters, they often felt like outsiders in a world that valued coolness and social status. The pressure to fit in was intense, and they sometimes found themselves bending over backward to impress their peers. It was like trying to squeeze a square peg into a round hole, and the strain could be exhausting.

This situation was exacerbated when they got invited to a party.

A pulsating beat filled the air, the bass vibrating through the bodies of the teenagers gathered in the dimly lit basement. Laughter and shouts mingled with the music, creating a cacophony of sound. As the night wore on, the conversation turned to a familiar topic: relationships and experiences.

Andrea and David stood awkwardly in a corner, their eyes darting around the room as they listened to their friends’ boasts. Some, like Dylan and Kelly, seemed genuinely proud of their experiences. Others, like Steve and Donna, appeared to be exaggerating to impress their peers.

Andrea felt a pang of envy as she listened to her friends’ tales of romantic conquests. She had never been kissed, let alone had a boyfriend. The pressure to fit in was overwhelming, and she found herself tempted to lie about her experiences. She imagined how cool she would feel if she could say she had been with someone.

David, on the other hand, was worried about being seen as a loser. He had never dated anyone, and he feared that his friends would think he was unattractive or unappealing. To avoid ridicule, he exaggerated his romantic experiences, claiming to have had multiple girlfriends.

As the night wore on, Andrea and David’s discomfort grew. They felt like imposters, pretending to be something they were not. The desire for social acceptance was so strong that they were willing to sacrifice their authenticity.

The next day, Andrea and David sat awkwardly at the dinner table, surrounded by their families.

As the conversation turned to their friends and social lives, Andrea and David felt a wave of anxiety wash over them.

Andrea’s parents expressed interest in her romantic life. She hesitated, unsure of how to respond. She indicated her lack of romantic experience, acknowledging that she had plenty of opportunities but simply wasn’t interested.

David, for the same reasons as Andrea — wanting to appear mature and responsible — found himself downplaying his romantic experiences in front of his family. Contrary to what he believed about his peers, he knew his parents would be concerned if he admitted to or claimed to have multiple girlfriends at such a young age. But he also wanted to maintain what society had indicated was a “masculine” image. So, while minimizing his romantic exploits, he indicated that he had only had a few casual and innocent encounters.

If you could “only ask” people and get the truth

Andrea and David’s shifting behaviors illustrate the challenges of conducting accurate surveys and research: Individuals modify how they act and present themselves based on the specific context or environment they are in.

The simplest way to get answers from people — in the best of worlds — is to just ask them. In. The. Best. Of. Worlds.

it seems that in most contexts and realities, however, social desirability bias can significantly distort people’s responses.

Ironically, in social contexts, it’s mostly not because of bad intent — but due to the fear of being perceived as “bad” persons.

Complicating matters even more is the fact that society systemically promotes dishonesty as a virtue, particularly when it comes to social etiquette and interpersonal relationships.

The notion that telling the truth, even if it’s done tactfully, might hurt someone’s feelings is a prime example of how honesty is sometimes discouraged in favor of preserving a veneer of politeness. Similarly, the expectation that one should deny hunger or refuse additional food, even when genuinely craved, is another instance of socially sanctioned dishonesty. The examples in our lives are countless and maintain social desirability bias.

In research contexts, this makes it difficult to obtain reliable data.

Sadly, we don’t live in a world order where you can “just ask” people. Asking intelligent and insightful questions that elicit valid, reliable, and generalizable information is both an art and a science.

Without understanding the significant range of psychological challenges and norms that impact answers, such as social desirability bias, we can’t develop efficient strategies to minimize these impacts and obtain more accurate insights into people’s attitudes and behaviors.

Asking intelligent and insightful questions is both an art and a science.

Endnotes

Schools of thought

Buddha (c. 563-483 BCE): Founder of Buddhism, a spiritual and philosophical tradition originating in ancient India.
Mahavira (c. 599-527 BCE): Founder of Jainism, a religion and philosophy that originated in ancient India.
Laozi (6th century BCE): Chinese philosopher and writer attributed to the Tao Te Ching, a foundational text of Taoism.
Zhuangzi (c. 369-286 BCE): Chinese philosopher and writer, known for his Daoist philosophy and his emphasis on the importance of spontaneity and non-conformity.
Akan: A group of West African ethnicities with a shared cultural heritage.
Yoruba: A major ethnic group in West Africa, known for their rich culture, language, and traditions.
The Stoic School: A school of philosophy that emphasized virtue, wisdom, and self-control.
Sigmund Freud (1856-1939): Austrian neurologist and psychoanalyst, known for his theories on the unconscious mind and the development of personality.

Key Expressions

Generalizable: Applicable to a broader population beyond the specific sample studied. For example, if a study is conducted on a group of college students, the findings would be more generalizable if they could be applied to all college students, not just the specific ones who were studied.

Social desirability bias: The tendency for people to respond in a way that they believe will be viewed favorably by others.

Pleasure Principle: The instinctive drive towards pleasure and the avoidance of pain as central to human motivation.

Reality Principle: The ability to defer gratification in favor of more realistic and socially acceptable outcomes.