I’M Not Too Generous: the Implications of a Novel Moderator of the Better-Than-Average Effect

The finding that people often rate themselves as better than the average (BTA) is widely understood to apply to positive traits such as intelligence and resourcefulness. We show, however, that the BTA effect is attenuated for the generosity trait: people do not (like to) think of themselves as too generous.


Shoshana Segal, Yonat Zwebner, and Alixandra Barasch (2020) ,"I’M Not Too Generous: the Implications of a Novel Moderator of the Better-Than-Average Effect", 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: 1229-1229.


Shoshana Segal, New York University, USA
Yonat Zwebner, The InterDisciplinary Center (IDC( Herzliya
Alixandra Barasch, New York University, USA


NA - Advances in Consumer Research Volume 48 | 2020

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