Language and Consumer Dishonesty: A Self-Diagnosticity Theory
研究提出自我诊断性理论，解释使用外语如何影响消费者说谎行为：当说谎反映负面自我时，外语增加说谎；当反映正面自我时，外语减少说谎。通过十项实验验证，对理解双语消费者行为有指导意义。
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.