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Due to social desirability bias, asking people their attitudes regarding sensitive subjects like discrimination or prejudice is less reliable than secretly measuring their behaviours.
Measures of attitudes are subject to social desirability bias, which occurs when respondents give replies that are more likely to be accepted by their peers rather than the truth. An individual might dislike having a black neighbour more than she would acknowledge in a poll, for instance. According to Pager and Quillian, an employer would react more favourably to an attitudinal measure concerning his readiness to hire a person with a criminal past than he would if the circumstance actually arose.
Social-desirability bias, a type of response bias used in social science research, is the propensity of survey respondents to provide answers that will be seen favourably by others. Two instances are overreporting "good behaviour" or underreporting "bad" or undesirable behaviour. The propensity is a significant challenge when using self-reports in research. This bias makes it difficult to interpret both general trends and individual differences.
Learn more about 'social desirability bias' here:
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