Final answer:
The concept being described is known as the Hawthorne effect, where individuals change their behaviour because they are aware they are being observed. It significantly impacts sociological and psychological research, similar to other phenomena like the Bradley effect and deindividuation.
Step-by-step explanation:
The response of people behaving differently when they are receiving attention is known as the Hawthorne effect. This psychological phenomenon was first observed during research studies wherein subjects changed their behaviour due to the awareness that they were being observed. Along a similar vein, response biases such as the 'Bradley effect' show how people might not behave or respond truthfully due to social desirability pressures or other factors.
Another related concept is deindividuation, which can occur in group settings where individuals may feel less accountability and sense of self, leading to altered behavior. It's worth noting that the long-standing traits and patterns that propel individuals to consistently think, feel, and behave in specific ways are known as personality. Each of these concepts plays a significant role in understanding human behaviour in social contexts.