 social desirability bias is a type of response bias. It occurs when respondents answer questions that they believe will make them look good to others, concealing their genuine opinions or experiences. It often affects studies focusing on sensitive or personal topics, such as politics, drug use or sexual behavior. For example, suppose a study was conducted about the relationship between gambling and smoking. In that case, you ask participants to fill out a survey about their habits regarding smoking and casino gambling. Participants may downplay how often they visit casinos or their smoking habits. They may give answers they consider to be socially desirable in order to project a favorable image of themselves, or to avoid being perceived negatively. Careful phrasing of a questionnaire item, ensuring anonymity, and self-administered questionnaires can reduce the social desirability bias in your research.