The Effect of Self-Target Comparison in Perspective Taking on Judgment of Dishonesty

Four studies demonstrate convergent evidence that self-target contrast (vs. assimilation) in perspective taking elicits more negative judgments toward a target seller when the seller’s act of dishonesty is ambiguous. The contrast effect is in part driven by perspective-takers’ self-anchoring of acting honestly (vs. not) in the seller’s situation.


Guang-Xin Xie, Hua Chang, and Tracy Rank-Chrisman (2016) ,"The Effect of Self-Target Comparison in Perspective Taking on Judgment of Dishonesty", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 691-692.


Guang-Xin Xie, University of Massachusetts Boston, USA
Hua Chang, Towson University, USA
Tracy Rank-Chrisman, University of Wisconsin - Milwaukee, USA


NA - Advances in Consumer Research Volume 44 | 2016

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