Double Standards in the Use of Enhancing Products By Self and Others

We show that the same products are perceived to enable the self but enhance others. This creates an ethical double standard: people believe it is less morally acceptable to enhance traits, and thus less acceptable for others to use such products than it is for themselves to do so.


Elanor Williams and Mary Steffel (2012) ,"Double Standards in the Use of Enhancing Products By Self and Others", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 125-128.


Elanor Williams, University of California San Diego, USA
Mary Steffel, University of Cincinnati, USA


NA - Advances in Consumer Research Volume 40 | 2012

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