Research Topics:

Political Polling | Political Research | Political Research Consultation | Quantitative Research | Telephone Interviewing/CATI

Content Type:

Glossary

Bradley Effect Definition

A form of social desirability bias in which American voters tell pollsters that they are undecided or likely to vote for a Black candidate but on election day vote for his/her white opponent instead. Also known as the Wilder effect.

The Bradley effect happens when individuals provide responses that are influenced by social desirability rather than their true opinions or behaviors. One example of this phenomenon is when voters tell pollsters they are undecided or plan to vote for Black candidates in an election, yet vote for a white candidate instead. In other words, this occurs when respondents might express more socially acceptable views rather than their actual intentions or beliefs. This can lead to inaccuracies in survey data because of a discrepancy between what people say and what they actually do. This effect is named after Tom Bradley, a Black politician who was mayor of Los Angeles. It also is referred to as the Wilder effect. Researchers can implement ways to mitigate its effects with anonymous surveys, carefully crafted questions and cross-referenced data from multiple sources. 

Who is affected by the Bradley effect?

Pollsters, advertisers, analysts, businesses and any other entity in consumer research and marketing understand and account for the Bradley effect and its potential biases. That means they are among those who take the Bradley effect into consideration. With that phenomenon in mind, researchers rely on more effective studies and methods that have been developed to better understand consumer preferences and behaviors to interpret findings.

Why should I care about the Bradley effect?

Failing to account for the Bradley effect has potential ramifications, including misguided strategies and inaccurate predictions about consumer behavior. However, understanding the phenomena can foster improved findings based on a more authentic understanding of consumer sentiments.