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Misrepresentation in the Consumer Context
Author(s) -
Sengupta Jaideep,
Dahl Darren W.,
Gorn Gerald J.
Publication year - 2002
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1207/s15327663jcp1202_01
Subject(s) - misrepresentation , lying , context (archaeology) , psychology , interpersonal communication , consumption (sociology) , social psychology , product (mathematics) , impression management , deception , consumer behaviour , advertising , business , sociology , paleontology , social science , geometry , mathematics , medicine , biology , political science , law , radiology
Research in social psychology suggests that motives such as self‐bolstering and impression management can lead people to engage in deliberate misrepresentations during interpersonal communications. This article extends our understanding of such behavior to a new domain; that of consumer communications. Drawing on research on lying behavior and symbolic consumption, we suggest that misrepresentation about products and possessions is particularly likely to occur when these products or possessions are used to create a positive self‐image in the context of social interaction. Experiments 1 and 2 simulate a social interaction wherein misrepresentation about the purchase price of a product helps participants to manage impressions. A third experiment extends these findings by testing for wealth‐related misrepresentation in the context of an interaction wherein participants actually communicate their family's wealth to a recipient. Consistent with predictions derived from existing research on symbolic consumption, all 3 experiments provide support for the critical importance of recipient status on the likelihood of misrepresentation. The first 2 experiments additionally examine the role of individual differences and brand differences. Results on these dimensions are also supportive of our underlying theoretical premise regarding the antecedents of lying behavior.