Belittling Can Be Flattering

Luxi Shen , University of Chicago, USA
Christopher Hsee , University of Chicago, USA
Jiao Zhang , University of Miami, USA
Xianchi Dai, Chinese University of Hong Kong, China
This research examines how one affectively reacts to others’ guesses about oneself. We find that sometimes less positive guesses make people happier than more positive guesses and propose a model accounting for this effect and specifying when it will occur.
[ to cite ]:
Luxi Shen , Christopher Hsee , Jiao Zhang , and Xianchi Dai (2011) ,"Belittling Can Be Flattering ", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.