Kyra Wiggin
University of Washington
Environmental resource managementCounterfactual thinkingAdvertisingFeelingSelf-serving biasAttributionBusinessOutcome (game theory)PsychologyMarketingFood choiceOperations managementSelf-licensingIndulgenceIdentity (social science)TemptationPatienceConsumer researchSelf-controlCuriosityPublic relationsCounterfactual conditionalSocial psychology
Publications 5
#1Kyra WigginH-Index: 1
#2Martin ReimannH-Index: 19
Last. Shailendra Pratap JainH-Index: 14
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#1Kyra Wiggin (UW: University of Washington)H-Index: 1
#2Richard F. Yalch (UW: University of Washington)H-Index: 16
Many consumers view their relationships with brands as part of their identity and this affects how they react to a brand's behavior that negatively impacts them. In assigning responsibility for negative outcomes, individuals often demonstrate a self-serving bias by assigning more responsibility to their partner and less to themselves. In three studies, we demonstrate that this tendency is resisted among consumers holding a strong relational self-view. However, their self-serving bias emerges whe...
10 CitationsSource
#1Claudiu V. DimofteH-Index: 11
#2Kyra WigginH-Index: 1
Last. Richard F. YalchH-Index: 16
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#1Kyra WigginH-Index: 1
Last. Martin ReimannH-Index: 19
view all 3 authors...