Self-Other Differences in the Perceived Efficacy of Self-Enhancement Products

We tested if judgments of self-enhancement products’ efficacy differ according to whether a product user is the self or someone else. In two pre-registered studies, we found that people believe that self-enhancement products will be more efficacious for others than for themselves, and that usership moderates this self-other difference.


Kaiyang Wu and Evan Polman (2020) ,"Self-Other Differences in the Perceived Efficacy of Self-Enhancement Products", 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: 1194-1194.


Kaiyang Wu, University of Wisconsin - Madison, USA
Evan Polman, University of Wisconsin - Madison, USA


NA - Advances in Consumer Research Volume 48 | 2020

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