Tuesday, September 07, 2010

Research: Through Fake Sunglasses You Will See Reality Differently, Behave More Unethical, Feel Less Authenic

Remember IP Dragon's post of April, 2009: 'Faustian Pact Anno 2009: Receive Counterfeit Products, Loose Your Soul'.

Francesca Gino (Kenan-Flager Business School, University of North Carolina in Chapel Hill), Michael I. Norton (Harvard Business School) and Dan Ariely (Fuqua Businss School, Duke University) wrote an interesting paper for Psychological Science about the experiments, which shed light on the influence of wearing fake sunglasses.


Wearing counterfeit products makes individuals:
- feel less authentic;
- increases their likelyhood of behaving dishonestly;
- increases their likelyhood of judging others as unethical.

Read their paper in Psychological Science (10 PDF pages) here.

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