My Imperfection Only Keeping Within Myself – the Self Negatively-Accepted Bias

Yin-Hui Cheng, National Taichung University of Education, TAIWAN
Annie P. Yu, National Chung Cheng University, TAIWAN
Shih-Chieh Chuang, National Chung Cheng University, TAIWAN
Chao-Feng Lee, National Chung Cheng University, TAIWAN
This research probes the effect of self negatively-accepted bias by examining different sources of negative-evaluation, self-judgment versus others-judgment. That is, how others perceived us negatively can influence the way how we perceived our own defect. Findings of three studies suggest that social distance moderate the effect of self negatively-accepted bias.
[ to cite ]:
Yin-Hui Cheng, Annie P. Yu, Shih-Chieh Chuang, and Chao-Feng Lee (2015) ,"My Imperfection Only Keeping Within Myself – the Self Negatively-Accepted Bias", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 781-781.