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

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.



Citation:

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, Pages: .

Authors

Isabelle Engeler, University of St. Gallen, Switzerland
Priya Raghubir, New York University, USA



Volume

NA - Advances in Consumer Research Volume 41 | 2013



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