Since the test used more assertions than negations to address good qualities, people scored high on desirable traits. And since more negations were used to address bad qualities, people scored lower on undesirable traits. The bias can be corrected either by addressing good and bad traits in a more balanced way or by finding out which subjects are endorsement biased and compensating statistically. Though tests can be corrected, Knowles suspects the root of the problem may be more inscrutable. But that may not be as easy as it seems, said Knowles.
People consider it the most natural thing in the world to describe themselves to another person.
The simple answer is that there's no simple answer.