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.


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.


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


NA - Advances in Consumer Research Volume 31 | 2004

Share Proceeding

Featured papers

See More


Scope Insensitivity in Debt Repayment

Daniel Mochon, Tulane University, USA
Nina Mazar, Boston University, USA
Dan Ariely, Duke University, USA

Read More


Improving Customer Satisfaction Online through Valence Matching

Hannah Perfecto, Washington University, USA
Leif D. Nelson, University of California Berkeley, USA

Read More


B6. A Study About the Moderator Effect of the Information Trust in the Relationships Between the Users´ Participation in Virtual Communities and the Benefits Obtained.

Sara Campo, Autonomous University of Madrid
Jano Jiménez, Autonomous University of Madrid
Natalia Rubio, Universidad Autónoma of Madrid
Nieves Villaseñor, Universidad Autónoma of Madrid
Mªjesus Yague, Universidad Autónoma of Madrid

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.