Social desirability bias

Social desirability bias is when we answer questions in different ways to make ourselves look better than we really are. Imagine that someone asked you how much TV you watch each day. If you don't want them to think you watch too much, you might say you watch only an hour - even if it is really more than that. Social desirability bias is when people act or answer questions in a way that they think will make them seem better than they really are.