The Interaction Between Order of Elicitation and Event Controllability on the Self-Positivity Bias

ABSTRACT - This paper studies the underlying reason behind the self-positivity bias. As events perceived to be controllable implicate self-esteem more so than less controllable ones, they are more prone to self-positivity effects. On the other hand, as less controllable events do not implicate self-esteem, only when the order-of-elicitation cues comparative (versus absolute) judgments about the self, does the self-positivity effect emerge. When information about Aself@ is asked first, the bias is attenuated, but when others’ estimates are elicited prior to self-estimates, the bias re-emerges even for uncontrollable events. Implications for health marketing are offered.



Citation:

Chien-Huang Lin, Ying-Ching Lin, and Priya Raghubir (2004) ,"The Interaction Between Order of Elicitation and Event Controllability on the Self-Positivity Bias", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 523-529.

Authors

Chien-Huang Lin, National Central University
Ying-Ching Lin, National Chi Nan University
Priya Raghubir, University of California at Berkeley



Volume

NA - Advances in Consumer Research Volume 31 | 2004



Share Proceeding

Featured papers

See More

Featured

Attentional Breadth Affects In-store Exploration and Unplanned Purchasing

Mathias Clemens Streicher, University of Innsbruck, Austria
Zachary Estes, Bocconi University, Italy
Oliver B. Büttner, University of Duisburg-Essen

Read More

Featured

A5. Trusting the Tweeting President: Inside the Donald's reality: Gaslighting, pschometrics and social media

Dianne Dean, University of Hull
Fiona Walkley, Hull University Business School
Robin Croft, Brunel University

Read More

Featured

Exploring Consumers’ Technology Dreams and Nightmares: A Collage-Elicitation Study

Céline Del Bucchia, Audencia Business School
CAROLINE LANCELOT-MILTGEN, Audencia Business School
Cristel Russell, American University, USA
Burlat Claire, Audencia Business School

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.