Lying Your Way Out of a Bad Situation

Research investigating deception in consumer research has focused on transgressions of marketers. However, consumers also are motivated to be deceitful to gain financial rewards that are otherwise unattainable. Study 1 reveals that given a deal, liars feel happier than truth tellers, but in the event of an impasse, liars feel less happy than truth tellers. Study 2 provides evidence showing that liars’ amplified affective reactions are explained through increased deliberation and the resulting counterfactual thoughts associated with lying. Finally, study 3 shows that priming the concept of morality after the outcome eliminates the amplification effects.


Christina I. Anthony and Elizabeth Cowley (2010) ,"Lying Your Way Out of a Bad Situation", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 716-717 .


Christina I. Anthony, University of Sydney, Australia
Elizabeth Cowley, University of Sydney, Australia


NA - Advances in Consumer Research Volume 37 | 2010

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