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Can I read Language and Consumer Dishonesty: A Self-Diagnosticity Theory on EtoBox?
Language and Consumer Dishonesty: A Self-Diagnosticity Theory by Phyliss Jia Gai; Stefano Puntoni is a Business, Management and Accounting article available to read on EtoBox.
What is Language and Consumer Dishonesty: A Self-Diagnosticity Theory about?
## Abstract How does foreign language influence consumer dishonesty? We propose a self-diagnosticity theory arguing that compared to one’s native language, using a foreign language makes lying appear less self-diagnostic, thereby increasing or decreasing lying depending on which aspect of the self is salient. In situations where lying reflects an undesirable, dishonest self, using a foreign language increases lying. In contrast, in situations where lying primarily reflects a desirable (e.g., competent or compassionate) self, using a foreign language decreases lying. Ten studies, spanning various languages, consumer contexts, and experimental paradigms, support the theory. The studies establish that the effect of language on lying jointly depends on the self-diagnosticity of lying and on whether lying is diagnostic of a positive or a negative aspect of the self. The findings highlight self-diagnosticity as a valuable lens to understand the behavior of bilingual consumers and offer practical guidance for addressing dishonesty in the marketplace.
Who reads Language and Consumer Dishonesty: A Self-Diagnosticity Theory?
It is typically read by researchers, students, and practitioners in Business, Management and Accounting.
- Author
- Phyliss Jia Gai; Stefano Puntoni
- Publisher
- Oxford University Press (OUP)
- Published
- 2021
- Language
- EN
- Field
- Business, Management and Accounting (Social Sciences)