Argo, Jennifer J.; White, Katherine; Dahl, Darren W. - In: Journal of Consumer Research 33 (2006) 1, pp. 99-108
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...