Publicity As Justification

Whereas public displays of negative behaviors are undesirable, we show a counter-intuitive positive effect of publicity on people’s inferences and evaluations of apparently negative behaviors. Observers evaluate an apparently negative behavior more favorably when it is done publicly than privately. Our results support an expectation-disconfirmation mechanism of the current effect.



Citation:

Kao Si and Xianchi Dai (2020) ,"Publicity As Justification", 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: 478-479.

Authors

Kao Si, University of Macau
Xianchi Dai, Chinese University of Hong Kong, China



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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