The Appeal of Others: How to Avoid the Self-Positivity Bias

Recent work on the self-positivity bias has explored how the compatibility between self vs. other-related emotions of the audience and the referent in the message influences perceptions of risk (Agarwal, Menon and Aaker 2006). However, the influence of the referent (self vs. other) in the message on perceptions of the reader is yet to be explored. The current research attempts to fill this gap. We expect that a self-referent message will result in the self-positivity bias whereas an other-referent message will not. Results are consistent with expectations and demonstrate that other-referent messages lead to higher risk perceptions and behavioral intentions than self-referent messages.


Sutapa Aditya and Kelley Main (2007) ,"The Appeal of Others: How to Avoid the Self-Positivity Bias", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 394-396.


Sutapa Aditya, York University
Kelley Main, York University


NA - Advances in Consumer Research Volume 34 | 2007

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