Social desirability bias in diary panels is evident in panelists' behavioral frequency

The purpose was to analyze a large-scale database, a national sample of 1108 heads of households collected by AT&T, to show that behavioral frequencies of the activities of consumer diary panelists may regress toward the population mean during the diary-keeping period given social desirability bias produced by the conditioning effect of keeping diaries. This effect is distinguished from regression toward the mean, a statistical phenomenon reflecting happenstance of extreme initial values. Social desirability bias is demonstrated in two ways-by observing decreasing coefficients of variation over time and by detecting a greater proportion of panelists' behavioral frequencies moving toward the population mean than moving away from it. Both cannot be explained by regression toward the mean. Social desirability bias was manifest only during the early stages of the diary-keeping period and only for activities high in involvement. The presence of social desirability bias in diary panels implies that, when people are subjected to observation, diary observations may be contaminated, leading to the mistaken impression that the population is more homogeneous than it actually is. Thus it is important for researchers to monitor the diary panel carefully to detect social desirability bias when engaged in longitudinal studies.