Appearance feedback in intimate relationships: The role of self-verification and self-enhancement

To better understand how body image operates within the context of intimate relationships, we investigated women's responses to appearance feedback from an intimate partner. Participants (N = 192) imagined receiving feedback from their partner that was either consistent with their own appearance self-view (i.e., self-verifying), more positive (i.e., self-enhancing), or less positive (i.e., devaluing), and then provided their affective and cognitive reactions. As expected, women's perceptions of their own appearance moderated their reactions. Women with more negative self-views felt happier with enhancing feedback, but thought that it meant their partner understood them less well. They also felt less happy when they received verifying feedback, but felt more understood by their partners. Thus, women with body image dissatisfaction may find themselves stuck in the “cognitive-affective crossfire” reacting ambivalently whether their partner enhances their appearance or confirms their negative self-views. Further examination of partners’ actual feedback is needed.     

The mere possession effect of shareable digital coupons: The mediating role of anticipated self-enhancement

Shareable digital coupons have emerged as a new marketing strategy. Prior literature on shareable coupons assumes that shareable coupons can play a role only after they have been shared with others. Surprisingly, we theorize that shareable coupons can come into play as early as when consumers merely possess them, even before consumers share them with others, an effect that precedes the effect of the actual coupon sharing. In this research, we show that the mere possession of shareable digital coupons (not necessarily the actual sharing) is able to induce anticipated self-enhancement among consumers. Hence shareable digital coupons are more effective than non-shareable digital coupons, and the effect is most pronounced among consumers with high image concerns. The higher coupon effectiveness of shareable digital coupons is reflected in consumers' greater urge/intention to acquire the coupon, intention to revisit, willingness to spend, as well as in firm's sales increase when products are promoted with shareable instead of non-shareable digital coupons. Our work contributes to the literature on shareable coupons, the mere possession effects, anticipated self-enhancement, and other-rewarding promotions, and is of important managerial value given the ease with which the shareability feature can be added to coupons.     

In search of East Asian self-enhancement

A meta-analysis of published cross-cultural studies of self-enhancement reveals pervasive and pronounced differences between East Asians and Westerners. Across 91 comparisons, the average cross-cultural effect was d = .84. The effect emerged in all 30 methods, except for comparisons of implicit self-esteem. Within cultures, Westerners showed a clear self-serving bias (d = .87), whereas East Asians did not (d = -.01), with Asian Americans falling in between (d = .52). East Asians did self-enhance in the methods that involved comparing themselves to average but were self-critical in other methods. It was hypothesized that this inconsistency could be explained in that these methods are compromised by the "everyone is better than their group's average effect" (EBTA). Supporting this rationale, studies that were implicated by the EBTA reported significantly larger self-enhancement effect for all cultures compared to other studies. Overall, the evidence converges to show that East Asians do not self-enhance.     

Self-evaluation of abilities: accurate self-assessment versus biased self-enhancement

Past research indicates that individuals are keenly aware of the diagnostic implications of their performance. Theories differ, however, in regard to how this awareness influences task choice. According to the self-assessment view, individuals choose tasks that are maximally informative of abilities, regardless of self-esteem implications. According to the self-enhancement view, task choice is often mediated by a concern for self-esteem protection. In the first study, subjects chose among eight forms of a cognitive abilities test that varied in their diagnosticity of success, diagnosticity of failure, and difficulty. In accordance with the self-assessment view, test choice was found to be positively related to diagnosticity of success and, to a lesser extent, diagnosticity of failure. Test choice was also dependent on the interaction of diagnosticity and difficulty in a manner that was more consistent with the self-assessment view. In a second study that provided more precise measurement of perceived diagnosticity and expected success, results indicated that the motives for self-assessment and self-enhancement were each reliably related to task preference. Of the two, self-assessment motivation was a stronger determinant of task preference. Taken together, these results suggest that task choice is governed largely by a concern for accurate self-appraisal. Additional results, however, indicate that current models may require revisions that take into account the less-than-accurate appraisal of diagnosticity.     

Support for employment equity policies: A self-enhancement approach

The effectiveness of employment equity (EE) policies has been hindered by negative reactions to these policies. We draw on the self-enhancement literature to expand self-interest accounts of reactions to EE policies to explain inconsistent findings showing that both nonbeneficiaries and beneficiaries react negatively to EE policies. Across four studies, we found that self-image threat influences reactions to gender-based EE policies. Studies 1 and 2 established that EE policies threaten the self-images of both men (nonbeneficiaries) and women (beneficiaries). Study 3 found that those least likely to experience self-image threat when faced with a gender-based EE policy are the most likely to show positive reactions to EE policies, while Study 4 showed that both men and women react more favorably to EE policies when self-images threats are mitigated through a self-affirmation task. Implications for our understanding of reactions to EE policies are discussed.     

Conceptualizing and assessing self-enhancement bias: a componential approach

Four studies implemented a componential approach to assessing self-enhancement and contrasted this approach with 2 earlier ones: social comparison (comparing self-ratings with ratings of others) and self-insight (comparing self-ratings with ratings by others). In Study 1, the authors varied the traits being rated to identify conditions that lead to more or less similarity between approaches. In Study 2, the authors examined the effects of acquaintance on the conditions identified in Study 1. In Study 3, the authors showed that using rankings renders the self-insight approach equivalent to the component-based approach but also has limitations in assessing self-enhancement. In Study 4, the authors compared the social-comparison and the component-based approaches in terms of their psychological implications; the relation between self-enhancement and adjustment depended on the self-enhancement approach used, and the positive-adjustment correlates of the social-comparison approach disappeared when the confounding influence of the target effect was controlled.     

Reconceptualizing individual differences in self-enhancement bias: an interpersonal approach

Self-enhancement bias has been studied from 2 perspectives: L. Festinger's (1954) social comparison theory (self-enhancers perceive themselves more positively than they perceive others) and G. W. Allport's (1937) self-insight theory (self-enhancers perceive themselves more positively than they are perceived by others). These 2 perspectives are theoretically and empirically distinct, and the failure to recognize their differences has led to a protracted debate. A new interpersonal approach to self-enhancement decomposes self-perception into 3 components: perceiver effect, target effect, and unique self-perception. Both theoretical derivations and an illustrative study suggest that this resulting measure of self-enhancement is less confounded by unwanted components of interpersonal perception than previous social comparison and self-insight measures. Findings help reconcile conflicting views about whether self-enhancement is adaptive or maladaptive.     

The self salience model of other-to-self effects: integrating principles of self-enhancement, complementarity, and imitation

In a series of studies the Self Salience Model of other-to-self effects is tested. This model posits that self-construal salience is an important determinant of whether other-to-self effects follow the principles of self-enhancement, imitation, or complementarity. Participants imagined interactions (Studies 1 and 2) or were confronted (Studies 3 to 5) with dominant, submissive, agreeable, or quarrelsome person targets. Findings support the prediction that subsequent self-evaluations (Studies 1 to 3) and behaviors (Studies 4 and 5) follow the principles of self-enhancement when the personal self is activated (contrast away from undesirable targets, assimilation toward desirable targets); the principles of complementarity when the relational self is activated (contrast on the dominant-submissive dimension, assimilation on the agreeable-quarrelsome dimension); and the principles of imitation when the collective self is activated (assimilation regardless of desirability or dimension).     

Exaggerating current and past performance: motivated self-enhancement versus reconstructive memory

The authors propose distinct reasons why individuals exaggerate their current and past performance. Current performance is of motivational and self-evaluative significance, and exaggerations of current performance often stem from motivated self-enhancement concerns. Self-reports of past performance are influenced less by motivated self-enhancement, instead reflecting more subtle biases in reconstructive memory. For students currently in college, grade point averages (GPAs) reflect a currently important goal pursuit, whereas Scholastic Aptitude Test (SAT) scores reflect a goal that was important in the past. Study 1 demonstrated that dispositional self-enhancement predicted greater GPA (but not SAT) exaggeration, whereas advanced class standing predicted greater SAT (but not GPA) exaggeration. Study 2 demonstrated that a self-affirmation manipulation attenuated the association between dispositional self-enhancement and GPA exaggeration but not the association between class standing and SAT exaggeration. The distinction between motivated self-enhancement and reconstructive memory bias has important implications for the broader literature on self-evaluation.     

Remembering pride and shame: self-enhancement and the phenomenology of autobiographical memory

People's self-images are grounded in autobiographical memories and, in particular, in the phenomenological experience associated with remembering. The desire to increase or maintain the positivity of the self-image (i.e., the self-enhancement motive) might thus play an important role in shaping memory phenomenology. This study examined this hypothesis by asking participants to recall positive and negative events that involve self-evaluations (i.e., pride and shame) and positive and negative events that involve evaluations about others (i.e., admiration and contempt); various phenomenological characteristics (e.g., sensory details, feeling of re-experiencing) were assessed using rating scales. The results show a positivity bias (i.e., subjectively remembering positive events with more details than negative events) for events that involve self-evaluations but not for events that involve evaluations of others. In addition, this bias was stronger for people high in self-esteem. It is concluded that biases affecting the phenomenology of autobiographical memory are part of the arsenal of psychological mechanisms people use to maintain a positive self-image.     

Accountability as a deterrent to self-enhancement: the search for mechanisms

Although self-enhancement is linked to psychological benefits, it is also associated with personal and interpersonal liabilities (e.g., excessive risk taking, social exclusion). Hence, structuring social situations that prompt people to keep their self-enhancing beliefs in check can confer personal and interpersonal advantages. The authors examined whether accountability can serve this purpose. Accountability was defined as the expectation to explain, justify, and defend one's self-evaluations (grades on an essay) to another person ("audience"). Experiment 1 showed that accountability curtails self-enhancement. Experiment 2 ruled out audience concreteness and status as explanations for this effect. Experiment 3 demonstrated that accountability-induced self-enhancement reduction is due to identifiability. Experiment 4 documented that identifiability decreases self-enhancement because of evaluation expectancy and an accompanying focus on one's weaknesses.     

Pancultural self-enhancement reloaded: a meta-analytic reply to Heine (2005)

C. Sedikides, L. Gaertner, and Y. Toguchi (2003) reported findings favoring the universality of self-enhancement. S. J. Heine (2005) challenged the authors' research on evidential and logical grounds. In response, the authors carried out 2 meta-analytic investigations. The results backed the C. Sedikides et al. (2003) theory and findings. Both Westerners and Easterners self-enhanced tactically. Westerners self-enhanced on attributes relevant to the cultural ideal of individualism, whereas Easterners self-enhanced on attributes relevant to the cultural ideal of collectivism (in both cases, because of the personal importance of the ideal). Self-enhancement motivation is universal, although its manifestations are strategically sensitive to cultural context. The authors respond to other aspects of Heine's critique by discussing why researchers should empirically validate the comparison dimension (individualistic vs. collectivistic) and defending why the better-than-average effect is a valid measure of self-enhancement.     

Academic performance and perceived validity of grades: an additional case for self-enhancement

The authors investigated the role of academic self-esteem and academic performance in U.S. college students' perceptions of the validity of their grades (overall grade point average [GPA]). A sample of 208 (80 male, 128 female) college students completed a survey that included an academic self-esteem scale and a measure of the perceived validity of grades. The authors assessed academic performance level by the participants' actual overall GPAs. The results of a hierarchical multiple regression analysis supported the weak form of self-enhancement theory (J. S. Shrauger, 1975). Thus, regardless of their self-esteem levels, the students with higher GPAs, compared with those with lower GPAs, tended to see the overall GPA as a more valid indicator of academic ability.     

Marking rejected distractors: A gaze-contingent technique for measuring memory during search

There is a debate among search theorists as to whether search exploits a memory for rejected distractors. We addressed this question by monitoring eye movements and explicitly marking objects visited by gaze during search. If search is memoryless, markers might be used to reduce distractor reinspections and improve search efficiency, relative to a no-marking baseline. However, if search already uses distractor memory, there should be no differences between marking and no-marking conditions. In four experiments, with stimuli ranging from Os and Qs to realistic scenes, two consistent data patterns emerged: (1) Marking rejected distractors produced no systematic benefit for search efficiency, as measured by reinspections, reaction times, or errors, and (2) distractor reinspection rates were, overall, extremely low. These results suggest that search uses a memory for rejected distractors, at least in those many real-world search tasks in which gaze is free to move.