Social Desirability and its Impact on Audience Research

Social desirability bias (SD bias) describes research participants’ tendency to adapt response behavior to perceived social norms. SD bias can affect the validity of studies. However, as of yet, researchers have barely addressed SD bias by studying fine and performing arts as part of cultural sector research. This study provides the first empirical evidence for high trait desirability (TD) in the cultural sector and the existence of a resulting SD bias. In addition, it shows that SD bias affected audience inclination to positive response in the cultural sector.