It Is Not Whether You Win Or Lose, But How You Play the Game: the Role of Memory in How Consumers Feel After Lying

Christina Ioannou, University of Sydney, Australia
Elizabeth Cowley, University of Sydney, Australia
In consumer research, deception has been considered a crime committed by the marketer, however, consumers also lie. How will telling a lie during a negotiation with a salesperson alter the consumer’s reaction to a good deal or an impasse? The results of this research reveal that the affective reactions and perceptions of fair play are different for consumers reporting a complete memory of the experience compared to consumers reporting an incomplete memory of the experience. Liars appear to be able to convince themselves that they played fair when they do not have a complete memory for the exchange.
[ to cite ]:
Christina Ioannou and Elizabeth Cowley (2008) ,"It Is Not Whether You Win Or Lose, But How You Play the Game: the Role of Memory in How Consumers Feel After Lying", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 860-861.