The dramatization bias, also known as performance bias, occurs in certain consumer behavior studies, whether conducted in laboratories or in the field, involving volunteers. In this context, the individual being observed deliberately or unconsciously modifies their actions and interactions with the product, adopting behaviors considered normative or exemplary. This phenomenon is called the dramatization bias because the individual is essentially performing a role. Ignoring this bias in studies can lead to an underestimation or misunderstanding of consumers’ actual behavior toward a product or service. However, over a prolonged period, this bias tends to diminish.