The Social Desirability Atlas

Social desirability bias (SDB) is a pervasive threat to the validity of survey and experimental data. Respondents might often misreport sensitive attitudes and behaviors to appear more socially acceptable. We begin by synthesizing empirical evidence on the prevalence and magnitude of SDB across various domains, focusing on studies with individual-level bench marks. We then critically assess commonly used strategies to mitigate SDB, highlighting how they can sometimes fail by creating confusion or inadvertently increasing perceived sensitivity. To help researchers navigate these challenges, we offer practical guidance on selecting the most suitable tools for different research contexts. Finally, we examine how SDB can distort treatment effects in experiments and discuss mitigation strategies.