Avoiding Anxiety, Being in Denial, or Simply Stroking Self‐Esteem: Why Self‐Positivity?

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Abstract
This article studies the presence, resilience, and direction of the self‐positivity bias under various conditions to examine the role of self‐esteem maintenance as an important antecedent for the bias. Experiment 1 manipulates the perceptions of the uncontrollability of cancer and presence of base‐rate information as independent variables that together eliminate the self‐positivity bias in perceptions of the risk of cancer. Experiment 2 shows the same effects using 4 life events that differ in terms of valence and perceived controllability; that is, base‐rate information affects self‐estimates for uncontrollable life events, reducing the self‐positivity bias, but does not affect self‐estimates for controllable events. Experiment 3 shows that these effects only apply to optimistic individuals who fail to incorporate base‐rate information into their self‐perceptions for controllable events. In contrast, pessimists use base rates to update their self‐estimates irrespective of the controllability of the event. Overall, the pattern suggests that self‐positivity is attenuated in conditions that implicate self‐esteem. Implications for health care marketing are discussed.

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