I’M Fair, Therefore I Deceive

We examine conditions under which consumers who are concerned about fairness are more likely to engage in deception than are others. Within an interpersonal selling context, we examine several factors that may affect consumers’ likelihood of deceiving others, including the relationship between the seller and buyer (cooperative vs. competitive), social motivations (prosocial, such as fairness or empathy-related vs. pro-self, such as individualistic or competitive), and type of deception (omission vs. commission). Two studies demonstrate that prosocial individuals tend to be more deceptive with competitive buyer than are individualists. However, there are no differences across various types of social motivations in terms of reaction to a cooperative buyer. Our results show that a fairness motivation may lead to morally conflicting behavior.


Amna Kirmani and Olga Dorokhina (2008) ,"I’M Fair, Therefore I Deceive", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 221-224.


Amna Kirmani, University of Maryland
Olga Dorokhina, University of Maryland


NA - Advances in Consumer Research Volume 35 | 2008

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