Decision Making & Negotiations

Consumers often have multiple goals that are active simultaneously and make choices to satisfy those goals. However, no work to date has studied how people choose when all available options serve a goal (e.g., a choice-set goal) that conflicts with another goal they hold (e.g., an incidental goal). We demonstrate that in such contexts, consumers are more likely to choose the option that is most instrumental for attaining the choice-set goal, even when that option poses the greatest violation of the incidental goal.

People's tendency to rate themselves as above average is often taken as evidence of undue self-regard. Yet, everyday experience is occasioned with feelings of inadequacy and insecurity. How can these 2 experiences be reconciled? Across 12 studies (N = 2,474; including 4 preregistered studies) we argue that although people do indeed believe that they are above average they also hold themselves to standards of comparison that are well above average.