Unrealistic optimism in Thailand: Implications for marketers

UM > Faculty of Business Administration > DEPARTMENT OF MANAGEMENT AND MARKETING

Status	已發表Published
	Unrealistic optimism in Thailand: Implications for marketers
	Pornpitakpan, C.; Yuan, Y.; Green, R. T.; Ratanasithi, S.
	2013-08-01
Source Publication	Proceedings of the Tenth Asian Academy of Management International Conference 2013: Fostering an Innovative Ecosphere for Business Sustainability
Pages	396-406
Publication Place	Penang, Malaysia
Publisher	Asian Academy of Management
Abstract	Recent research indicates that unrealistic optimism in a cultural context is an ongoing business and marketing research agendum. This study investigates unrealistic optimism with event (negative and positive) likelihood estimations for target persons (self, a best friend of the same sex and age, an average student of the same sex, age, and university, and an average person in the country), based on 298 Thai undergraduate students. It finds that participants are unrealistically optimistic for all the five negative events and one positive event, and the more similar the other person to self, the more unrealistic optimism displayed for the person. However, participants are pessimistic for a positive event perceived to be less controllable. This can be explained by the finding that higher perceived controllability of a positive event is associated with higher unrealistic optimism, while perceived controllability of a negative event is not correlated with unrealistic optimism. Implications for marketers are discussed.
Keyword	unrealistic optimism self-enhancing bias self-positivity bias illusory optimism perceived controllability Thailand
Language	英語English
The Source to Article	PB_Publication
PUB ID	10676
Document Type	Conference paper
Collection	DEPARTMENT OF MANAGEMENT AND MARKETING
Corresponding Author	Pornpitakpan, C.
Recommended Citation GB/T 7714	Pornpitakpan, C.,Yuan, Y.,Green, R. T.,et al. Unrealistic optimism in Thailand: Implications for marketers[C], Penang, Malaysia:Asian Academy of Management, 2013, 396-406.
APA	Pornpitakpan, C.., Yuan, Y.., Green, R. T.., & Ratanasithi, S. (2013). Unrealistic optimism in Thailand: Implications for marketers. Proceedings of the Tenth Asian Academy of Management International Conference 2013: Fostering an Innovative Ecosphere for Business Sustainability, 396-406.

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