Have Your Cake and Make Her Eat It Too: Influencing One’S Social Influence to Justify Indulgence

We argue that people manipulate social norms to justify their own sinful behavior. Specifically, we find in online and in-lab studies that people encourage others to indulge when they have unjustifiably indulged to justify their own indulgence. Furthermore, people serve themselves more when they first serve another person.


Stephanie Lin, Christian Wheeler, and Sherrie Ying Ying Ying Xue (2020) ,"Have Your Cake and Make Her Eat It Too: Influencing One’S Social Influence to Justify Indulgence", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1124-1128.


Stephanie Lin, INSEAD, Singapore
Christian Wheeler, Stanford University, USA
Sherrie Ying Ying Ying Xue, Singapore Management University, Singapore


NA - Advances in Consumer Research Volume 48 | 2020

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