Oddly enough, most Britons have lied about the books they’ve read in order to impress others; with a study revealing the “top ten list” of books people have lied about. The authors should be happy, even though they are not read, they are regarded as socially worth while reading. A lovely case of social desirability bias – sthg ethics scholars and corporate social responsibility researchers are quite familiar with. Apart from indirect questioning etc., one way to check for social desirability bias in a business setting is to see what a company does in an economic downturn – now it’s a good time for social desirability bias research, I reckon 
Gyöngyi
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