A researcher in environmental psychology investigated the cognitive impact of social norm feedback on conservation behaviours. They compared students from two distinct university campuses: Campus A, which features highly visible digital screens at recycling stations displaying real-time campus recycling rates (a cognitive "social norm nudge"), and Campus B, which has standard static recycling bins with no active information feedback.
A random sample of students from both campuses completed a structured self-report questionnaire. Students rated their personal daily recycling and waste-sorting habits on a scale from 1 to 8, with 8 representing extremely frequent conservation behaviour.
| Self-Reported Rating | Frequency from Campus A (Digital Norm-Nudge) | Frequency from Campus B (Static Signage) |
|---|---|---|
| 1 | 0 | 2 |
| 2 | 1 | 4 |
| 3 | 2 | 6 |
| 4 | 5 | 8 |
| 5 | 12 | 10 |
| 6 | 8 | 5 |
| 7 | 4 | 1 |
| 8 | 2 | 0 |
| Median Rating | 5.0 | 4.0 |
| Range | 6 | 6 |
Following a peer review, the following statement was made about the study:
'There is a potential issue with social desirability when considering these self-reported ratings.'
Explain what this statement means in relation to this study.
