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Language and Consumer Dishonesty: A Self-Diagnosticity Theory

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  • Phyliss Jia Gai
  • Stefano Puntoni
  • Margaret C Campbell
  • Peter R Darke

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.

Suggested Citation

  • Phyliss Jia Gai & Stefano Puntoni & Margaret C Campbell & Peter R Darke, 2021. "Language and Consumer Dishonesty: A Self-Diagnosticity Theory," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 48(2), pages 333-351.
    • Handle: RePEc:oup:jconrs:v:48:y:2021:i:2:p:333-351.
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    File URL: http://hdl.handle.net/10.1093/jcr/ucab001
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    Cited by:

    1. Chen, Changdong, 2024. "How consumers respond to service failures caused by algorithmic mistakes: The role of algorithmic interpretability," Journal of Business Research, Elsevier, vol. 176(C).
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    3. Li, Yaoqi & Liu, Biqiang & Xie, Lishan, 2022. "Celebrity endorsement in international destination marketing: Evidence from eye-tracking techniques and laboratory experiments," Journal of Business Research, Elsevier, vol. 150(C), pages 553-566.
    4. Tan, Fuqiang & Li, Xi & Agarwal, Reeti & Joshi, Yatish & Yaqub, Muhammad Zafar, 2024. "Does multilingual packaging influence purchasing in retail segment? Evidence from multiple experiments," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    5. Liu, Biqiang & Li, Yaoqi, 2022. "Teddy-bear effect in service recovery," Annals of Tourism Research, Elsevier, vol. 94(C).
    6. Xu, Xing'an & Liu, Juan & Gursoy, Dogan, 2022. "Emotional intelligence similarity in service recovery," Annals of Tourism Research, Elsevier, vol. 96(C).
    7. Chen, Liuyan & Wu, Pengkun & Dou, Yudan & Wu, Yuanyuan, 2023. "Investigating senders’ switching intention to smart lockers: An extension of push-pull-mooring model," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).

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