Workshop Series: Christina Anthony
Consumers often find themselves in situations where they are tempted to lie to service providers in order to obtain otherwise unattainable material rewards or financial benefits (e.g. when refunding or exchanging a product, qualifying for discounts and promotions, negotiating with a salesperson etc.). An important consequence of lying is that it may change the satisfaction the consumer feels for the outcome of the transaction. Across six studies, we show that consumers' who lie to marketers in pursuit of material rewards, are more satisfied with a positive outcome and more dissatisfied with a negative outcome compared to truth tellers. We claim that the polarization effect occurs because liars are so busy lying, they are unable to use diagnostic cues provided by the target, to update their outcome expectations. Consequently, liars are more surprised by the outcome, resulting in a more extreme evaluation. We put to test the saying that "honesty is the best policy."
Dr. Christina Anthony is currently a Lecturer in the Discipline of Marketing at The University of Sydney Business School. Christina recently completed a postdoctoral research fellowship as part of an ARC Discovery project investigating the role of counterfactual thinking in gambling behaviour. Her doctorate was completed under the supervision of Professor Elizabeth Cowley, where she examined the consequences of consumer lying behaviour. Christina's research uses experimental design to examine the influence of emotion in consumer judgment and decision-making processes. She has a particular interest in how and when consumers engage in affect regulation and coping behaviour. She is also interested in the experience of moral emotions and cognitions, including the social consequences of guilt, shame and empathy. Her other primary area of interest focuses on interpersonal deception and the consequences of lying on consumers evaluations and memory. She also investigates mental simulation and how individuals use counterfactual thinking - thoughts of 'what could have been' - in order to motivate and prepare themselves for future goal pursuit. Christina's research is published in the Journal of Consumer Research and Advances in Consumer Research.