The tendency of survey respondents to answer questions in a manner that will be viewed favorably by others rather than truthfully.
From Latin 'socialis' (allied) + 'desiderabilis' (wished for) + 'bias.' Answering to look socially desirable.
Social desirability bias is telling researchers what makes you look good, not what's true — 'Do I exercise regularly? Oh yes, totally!' (Narrator: They did not.)
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