Please use this identifier to cite or link to this item: https://ah.nccu.edu.tw/handle/140.119/75958


Title: Avoiding Anxiety, Being in Denial, or Simply Stroking Self-Esteem: Why Self-Positivity?
Authors: 林建煌;林穎青;Raghubir, Priya
Lin, Chien-Huang;Lin, Ying-Ching;Raghubir, Priya
Contributors: 廣告系
Date: 2003
Issue Date: 2015-06-18 15:14:44 (UTC+8)
Abstract: This article studies the presence, resilience, and direction of the self-positivity bias under various conditions to examine the role of self-esteem maintenance as an important antecedent for the bias. Experiment 1 manipulates the perceptions of the uncontrollability of cancer and presence of base-rate information as independent variables that together eliminate the self-positivity bias in perceptions of the risk of cancer. Experiment 2 shows the same effects using 4 life events that differ in terms of valence and perceived controllability; that is, base-rate information affects self-estimates for uncontrollable life events, reducing the self-positivity bias, but does not affect self-estimates for controllable events. Experiment 3 shows that these effects only apply to optimistic individuals who fail to incorporate base-rate information into their self-perceptions for controllable events. In contrast, pessimists use base rates to update their self-estimates irrespective of the controllability of the event. Overall, the pattern suggests that self-positivity is attenuated in conditions that implicate self-esteem. Implications for health care marketing are discussed.
Relation: Journal of Consumer Psychology, 13(4), 464-477
Data Type: article
DOI 連結: http://dx.doi.org/10.1207/S15327663JCP1304_13
Appears in Collections:[廣告學系] 期刊論文

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