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Title: Social Comparison Theory and Deception in the Interpersonal Exchange of Consumption Information
Authors: White, Katherine
Argo, Jennifer J
Dahl, Darren W
Keywords: CONSUMER behavior;CONSUMERS
Issue Date: 2006
Publisher: University of Chicago Press
Citation: Argo, Jennifer J., Katherine White, and Darren W. Dahl (2006), “Social Comparison Theory and Deception in the Interpersonal Exchange of Consumption Information,” Journal of Consumer Research, 33 (1), 99-108.
Abstract: Four experiments demonstrate that self-threatening social comparison information motivates consumers to lie. Factors related to self-threat, including relevance of the social comparison target (i.e., the importance of the comparison person), comparison discrepancy (i.e., the magnitude of the performance difference), comparison direction (i.e., whether one performs better or worse), nature of the information (i.e., whether the comparison is social or objective), and perceived attainability (i.e., the possibility of achieving the compared performance), influenced consumers' willingness to engage in deception. Results extend social comparison theory by demonstrating that comparisons that threaten public and private selves have implications for lying behaviors.
Description: Article deposited according to publisher policy posted on SHERPA/ROMEO, 01/21/2011.
ISSN: 0093-5301
Appears in Collections:White, Katherine

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