Education and Social Desirability Bias: The Case of a Black Presidential Candidate*

Jennifer A. Heerwig and Brian J. McCabe

Social Science Quarterly, 2009, vol. 90, issue 3, 674-686

Abstract: Objective. Survey research consistently reports a positive association between educational attainment and socially tolerant attitudes, but critics hold that respondents with high levels of education may simply purport to hold attitudes seen as socially desirable. In this article, we seek to adjudicate between the claim that the association between education and social tolerance is simply an artifact of sophisticated social desirability reporting on the part of well‐educated respondents and the competing theory that education has a real impact on increasing forms of social tolerance. Methods. Using support for a black presidential candidate as our measure of social tolerance, we utilize an innovative online list experiment to test whether high levels of support are inflated because of social desirability reporting among the educational elite. Results. We find no evidence of systematic overreporting of support for a black presidential candidate among respondents with high levels of education, and note that social desirability bias declines as educational attainment increases. Conclusions. This research bolsters arguments about the liberalizing effect of education on socially tolerant attitudes, and challenges evidence that attributes this relationship to high levels of social desirability bias.

Date: 2009
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