Study shows uncertainty might be the key to breaking self-deceptive behaviors
A fitness tracker mysteriously logs extra steps. A calorie-counting app somehow shows lower numbers. An online quiz score seems surprisingly high. While these scenarios might seem like harmless self-improvement tools, new research reveals they represent a fascinating psychological phenomenon: we often cheat unconsciously simply to feel better about ourselves, even when there’s nothing tangible to gain.
“I found that people do cheat when there are no extrinsic incentives like money or prizes but intrinsic rewards, like feeling better about yourself,” explains Sara Dommer, assistant professor of marketing at Penn State and lead researcher of a groundbreaking study published in the Journal of the Association for Consumer Research. “For this to work, it has to happen via diagnostic self-deception, meaning that I have to convince myself that I am actually not cheating. Doing so allows me to feel smarter, more accomplished or healthier.”
This phenomenon, which researchers call “diagnostic self-deception,” helps explain behaviors that traditional theories about cheating cannot. While previous research focused on cheating for material gain, Dommer’s work examines why people cheat even when the only reward is an enhanced self-image.
Inside the Self-Deception Experiments
Through four carefully designed studies, Dommer and her team revealed how this self-deceptive behavior works in everyday situations.