Rose-coloured spectacles?

From The Economist:

Cheats may or may not prosper, but they despise themselves for cheating

THOSE who buy counterfeit designer goods project a fashionable image at a fraction of the price of the real thing. You might think that would make them feel rather smug about themselves. But an intriguing piece of research published in Psychological Science by Francesca Gino of the University of North Carolina, Chapel Hill, suggests the opposite: wearing fake goods makes you feel a fake yourself, and causes you to be more dishonest in other matters than you would otherwise be.

Dr Gino and her colleagues provided a group of female volunteers with Chloé sunglasses that cost about $300 a pair, supposedly as part of a marketing study. They told some of the volunteers that the sunglasses were real, and others that they were counterfeit. They then asked the volunteers to perform pencil-and-paper mathematical quizzes for which they could earn up to $10, depending on how many questions they got right. The participants were spun a yarn about how doing these quizzes would allow them to judge the comfort and quality of the glasses.

Crucially, the quizzes were presented as “honour tests” that participants would mark themselves, reporting their own scores to the study’s organisers. The quiz papers were unnumbered and thus appeared to be untraceable, and were thrown away at the end of the study. In fact, though, each had one unique question on it, meaning that it could be identified—and the papers were recovered and marked again by the researchers after they had been discarded.

Of participants told that they were wearing authentic designer sunglasses, 30% were found to have cheated, reporting that they had solved more problems than was actually the case. Of those who thought they were wearing fake sunglasses, by contrast, about 70% cheated.

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