I Run to Be Fit, You Run For Fame: Context Effects Affecting Self-Positivity in Judgments on Consumption Motives and Emotions

Isabelle Engeler, University of St. Gallen, Switzerland
Priya Raghubir, New York University, USA
Three field experiments demonstrate that judgments of own versus peers’ consumption motives and emotions are subject to self-positivity reflecting socially desirable reporting. Changing the order of questions and the type of referent other changes the perceived similarity between the self and the other and attenuates self-positivity and socially desirable responding.
[ to cite ]:
Isabelle Engeler and Priya Raghubir (2013) ,"I Run to Be Fit, You Run For Fame: Context Effects Affecting Self-Positivity in Judgments on Consumption Motives and Emotions", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.