On Self-Construal and Lie Acceptability

Four studies provide converging evidence that interdependent (vs. independent) self-construal enhances individuals’ lie acceptability across four different cultures, i.e., China, US, India and Singapore. We further demonstrate that causal attribution plays the mediating role in the effect of self-construal on consumers’ acceptance of and attitude toward deceptive advertising.


So Hyun Bae, Xiaoyan Liu, and Sharon Ng (2016) ,"On Self-Construal and Lie Acceptability", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 387-388.


So Hyun Bae, Hong Kong Baptist University, China
Xiaoyan Liu, Southwestern University of Finance and Economics, China
Sharon Ng, Nanyang Technological University, Singapore


NA - Advances in Consumer Research Volume 44 | 2016

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