Content validity

I think that, for most of the questions, the ones that are more observable (such as hobbies, having a one-night stand, or wearing make-up) are probably more heavily influenced by society, because it would be much easier for your culture to watch and judge you as to whether you are living up to its standards. Also, like you said, how the questions are phrased would also have a huge impact - asking the *chances* of having sex with a stranger, as opposed to asking the *actual* number of times it has happened, would get largely different responses (with the former being more influenced by internal factors, the latter being more influenced by society). Perhaps asking someone's wishes/preferences is a better method than asking about their actual behaviour in some domains? Like how you feel about wearing make-up versus actually doing it.