人與人互動時，常會彼此傳遞訊息或是交換一些資訊，而所傳遞的訊息、資訊有時候是真實的，也有的時候並不是真實的。人常會為了避免責罵、處罰或是欲呈現出某種形象、情境等等某些特定之理由而說謊，根據DePaulo、Kashy、Kirkendol、Wyer 和 Epstein（1996）對說謊的研究發現，說謊是以驚人的頻率發生，在每三次的社交性互動中，就會發生一次說謊。在與消費有關的範疇下，個體可能會以各式各樣的方法來誤導他人，像是誤傳哪裡買到某項商品、欺瞞商品的品牌，或是錯誤的指出他們是否以打折價格購買等。本文依據社會心理學的理論，來探討消費者從事購買行為後進行社會比較，來評估自身的行為是否合宜；和擁有同一款商品的同學與通路商之標價比價後，發現自己買貴了，所欲傳達「聰明消費者」的形象受到威脅，此時，消費者是否會採取欺騙的行為來維護自己的形象，以及是否會以傳播負面口碑來降低因買貴所產生的負面情緒；此外這兩種情況是否會因為與溝通對象的熟識程度、溝通對象對比價商品的內外行、與消費者本身公眾自我意識高低而有不同的表現。
　　本文利用敘述性統計分析、主成份分析、變異數分析、集群分析、次序迴歸模型以及共變異數分析等研究方法，以筆記型電腦為比價商品，來驗證上述之關係。研究實證結果顯示，消費者在面對不同的價格相對位置時，會有不同程度的負面情緒；與溝通對象熟識程度的不同，對消費者在價格資訊的欺騙上有顯著的影響，且此影響會因溝通對象對比價商品的內外行而不同；當面對與自己不同熟識程度的溝通對象時，消費者在傳播負面口碑的可能性有顯著差異，但其影響會因對方對筆記型電腦的內外行而不同，消費者本身公眾自我意識的高低，也會影響傳播負面口碑可能性的表現。

When interacting with other people, we often transmit some messages or exchange some information, and those sometimes are true, but sometimes are not. People often tell a lie to avoid scolds and punishment or to form the certain impression and circumstance. According to DePaulo, Kashy, Kirkendol, Wyer and Epstein’s research (1996), one out of every five times that the community members interacted with someone, they tell a lie; for the college students it is one out of three times. In consumption setting, there are a variety of ways in which individuals might deceive others, such as misrepresenting where they purchased a product, lying about the brand name of a product, or even falsely indicating whether or not they purchased a product at a discounted price. This research is on the basis of social psychology to discuss that after comparing his buying price with a classmate’s buying price owning the same product and a distributor price called social comparison to evaluate his behavior, a consumer finds himself paying more money, and then what he wants to present as a smart shopper is threatened. Whether a consumer would deceive to maintain his impression and broadcast negative word-of-mouth (NWOM) to lessen negative emotion resulting from paying more. Moreover, if these two conditions would be influenced by facing different kinds of correspondents, such as having different familiarity and expertise and by a consumer’s public self-consciousness disposition.
　　This research use descriptive statistics analysis, principle analysis, analysis of variance, cluster analysis, ordered regression model and multivariate analysis of covariance to test above-mentioned relationship and takes a notebook as a compared product. According to the result, we find that dissimiliar comparative buying price has influence on a consumer’s negative emotion; different degree of familiarity with a correspondent would have impact on the deception of price information and this impact would differ from different degree of expertise owned by a correspondent on a notebook. The probability of a consumer to broadcast NWOM would be influence by encountering with a different familiar correspondent, and this impact would differ from different degree of expertise owned by correspondent on a notebook. Besides, a consumer’s public self-consciousness disposition would have impact on the probability of a consumer to broadcast NWOM.

【中文部分】
王駿旻(2003)，「探討具有服務嵌入功能之資訊組合產品的二維狀態品牌移轉與持有期間之影響因素-以行動電話與門號為例」，國立中央大學企業管理研究所，碩士論文。
田孟蓉(2005)，「社會比較行為與線上參考團體消費影響力之研究-以台大批踢踢實業坊使用者為例」，國立政治大學廣播電視研究所，碩士論文。
李東松(2004)，「服務品牌權益、關係行銷和服務品質與行為意向的關聯性研究-以資訊產品流通業為例」，南華大學管理科學研究所，碩士論文。
李美枝 (2002)，社會心理學: 理論研究與應用，二版，台北市:文笙文化。
呂信慧(2002)，「家中手足比較訊息與手足關係研究─以學業表現為例」，國立政治大學心理學系，碩士論文。
林怡秀(2006)，「不同服務失誤與補救策略對於消費者之影響」，國立中央大學企業管理研究所，碩士論文。.
林建煌 (2002)，消費者行為，初版，台北市:智勝文化。
馬宏偉(1994)，欺騙心理：社會關係的暗礁，台灣:新雨出版社。
郭立偉(2005, 0711)，【2005台北多媒體大展】Centrino三萬元有找，Message posted to http://taiwan.cnet.com/cnetlife/digilife/0,2000079913,20100212-20001421c,00.htm
崔妮臻(2006)，「國道客運乘客等候經驗模式之研究：考量知覺擁擠與公眾自我意識特質」，國立交通大學運輸科技與管理學系，碩士論文。
陳昱亨(2001)，「創業家與投資人關係之研究：程序公平理論之應用」，高雄第一科技大學金融營運系，碩士論文。
偉視捷股份有限公司(2006)，挖掘消費者內心深處的秘密，動腦雜誌，358期。
蔡佩珊(2003)，「犯罪少年與非犯罪少年說謊行為與動機枝比較研究」，國立中正大學犯罪防治研究所，碩士論文。
廖玲燕(2000)，「台灣本土社會讚許量表之編製及其心理歷程分析」，國立臺灣大學心理學研究所，碩士論文。
澀谷昌三(2002)，人為什麼要說謊，初版，台北市:新潮社文化事業有限公司。
薛適敏(1999)，「消費者選擇與放棄決策對購後行為之影響」，國立中央大學企業管理研究所，碩士論文。
【英文部分】
Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125-143.
Argo, J. J., White, K., & Dahl, D. W. (2006). Social comparison theory and deception in the interpersonal exchange of consumption information. Journal of Consumer Research, 33(1), 99–108.
Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research (JMR), 4(3), 291-295.
Austin, W., McGinn, N. C., & Susmilch, C. (1980). Internal standards revisited: Effects of social comparisons and expectancies on judgments of fairness and satisfaction. Journal of experimental social psychology, 16, 426-441.
Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science, 27(2), 184.
Bearden, W. O., & Teel, J. E. (1983). Selected determinants of consumer satisfaction and complaint reports. Journal of Marketing Research, 20(1), 21-28.
Blodgett, J. G., Granbois, D. H., & Walters, R. G. (1993). The effects of perceived justice on complainants'' negative word-of-mouth behavior and repatronage intentions. Journal of Retailing, 69(4), 399.
Bougie, R., Pieters, R., & Zeelenberg, M. (2003). Angry customers don’t come back, they get back: The experience and behavioral implications of anger and dissatisfaction in services. Journal of the Academy of Marketing Science, 31(4), 377-393.
Campbell, M. C. (1999). Perceptions of price unfairness: Antecedents and consequences. Journal of Marketing Research, 36(2), 187-199.
DePaulo, B. M., & Kashy, D. A. (1998). Everyday lies in close and casual relationships. Journal of personality and social psychology, 74(1), 63-79.
DePaulo, B. M., Kashy, D. A., Kirkendol, S. E., Wyer, M. M., & Epstein, J. A. (1996). Lying in everyday life. Journal of personality and social psychology, 70(5), 979-995.
Diener, E. (1984). Subjective well-being. Psychological bulletin, 95(3), 542-575.
Donavan, D. T., Mowen, J. C., & Chakraborty, G. (1999). Urban legends: The word-of-mouth communication of morality through negative story content. Marketing Letters, 10(1), 23-35.
Edell, J. A., & Burke, M. C. (1987). The power of feelings in understanding advertising effects. The Journal of Consumer Research, 14(3), 421-433.
Engel, J. F., Kegerreis, R. J., & Blackwell, R. D. (1969). Word-of-mouth communication by the innovator. Journal of Marketing, 33(3), 15-19.
Feick, L. F., & Price, L. L. (1987). The market maven: A diffuser of marketplace information. Journal of Marketing, 51(1), 83-97.
Fenigstein, A. (1975). Public and private self-consciousness: Assessment and theory. Journal of consulting and clinical psychology, 43(4), 522-527.
Festinger, L. (1975). A theory of social comparison processesBobbs-Merrill.
Folkes, V. S., Koletsky, S., & Graham, J. L. (1987). A field study of causal inferences and consumer reaction: The view from the airport. The Journal of Consumer Research, 13(4), 534-539.
Folkman, S. (1984). Personal control and stress and coping processes: A theoretical analysis. Journal of personality and social psychology, 46(4), 839-852.
Goodell, E., & Higgins, C. (1987). Uptake of cell wall peptides by salmonella typhimurium and escherichia coli. Journal of Bacteriology, 169(8), 3861-3865.
Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of word-of-mouth and product-attribute information of persuasion: An accessibility-diagnosticity perspective. Journal of Consumer Research, 17(4), 454.
Joseph F. Hair, Jr., William C. Black, Barry J. Babin, Rolph E. Anderson, & Ronald L. Tatham. (2006). Multivariate data analysis (6th ed.). the United States of America: Pearson Education, Inc., Upper Saddle River, New Jersey.
Kiel, G. C., & Layton, R. A. (1981). Dimensions of consumer information seeking behavior. Journal of Marketing Research, 18(2), 233-239.
Marquis, M., & Filiatrault, P. (2002). Understanding complaining responses through consumers'' self-consciousness disposition. Psychology and Marketing, 19(3), 267-292.
Miller, G. R., & James, B. (1993). Deceptive communicationSage.
Naylor, G., & Kleiser, S. B. (2000). Negative versus positive word-of-mouth: An exception to the rule''. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 13, 26-36.
Oliver, R. L., & Swan, J. E. (1989a). Consumer perceptions of interpersonal equity and satisfaction in transactions: A field survey approach. Journal of Marketing, 53(2), 21-35.
Oliver, R. L., & Swan, J. E. (1989b). Equity and disconfirmation perceptions as influences on merchant and product satisfaction. The Journal of Consumer Research, 16(3), 372-383.
Pelham, B. W., & Wachsmuth, J. O. (1995). The waxing and waning of the social self: Assimilation and contrast in social comparison. Journal of personality and social psychology, 69(5), 825-838.
Price, L. L., & Feick, L. F. (1984). The role of interpersonal sources in external search: An informational perspective. Advances in Consumer Research, 11, 250-255.
Richins, M. L. (1983). Negative word-of-mouth by dissatisfied consumers: A pilot study. Journal of Marketing, 47(1), 68-78.
Richins, M. L. (1991). Social comparison and the idealized images of advertising. The Journal of Consumer Research, 18(1), 71-83.
Richins, M. L. (1995). Social comparison, advertising, and consumer discontent. American Behavioral Scientist, 38(4), 593.
Richins, M. L. (1997). Measuring emotions in the consumption experience. Journal of Consumer Research, 24(2), 127.
Schindler, R. M. (1994). How to advertise price. Attention, Attitude, and Affect in Response to Advertising, Erlbaum, Hillsdale, NJ, , 251–269.
Schindler, R. M. (1998). Consequences of perceiving oneself as responsible for obtaining a discount: Evidence for smart-shopper feelings. Journal of Consumer Psychology, 7(4), 371-392.
Sengupta, J., Dahl, D. W., & Gorn, G. J. (2002). Misrepresentation in the consumer context. Journal of Consumer Psychology, 12(2), 69-79.
Shapiro, T., & Nieman-Gonder, J. (2006). Effect of communication mode in justice-based service recovery. Managing Service Quality, 16(2), 124.
Storm, C., & Storm, T. (1987). A taxonomic study of the vocabulary of emotions. Journal of personality and social psychology, 53(4), 805-816.
Taylor, S. E., Peplau, L. A., & Sears, D. O. (1997/1999). Social psychology
張滿玲（譯），社會心理學，初版，臺北市：雙葉書廊有限公司。
Taylor, S. E., & Lobel, M. (1989). Social comparison activity under threat: Downward evaluation and upward contacts. Psychological review, 96(4), 569-575.
Tesser, A. (1986). Some effects of self-evaluation maintenance on cognition and action. Handbook of motivation and cognition: Foundations of social behavior, 1(S 435), 464.
Tice, D. M., Bulter, J. L., Muraven, M. B., & Stillwell, A. M. (1995). When modesty prevails: Differential favorability of self-presentation to friends and strangers. Journal of personality and social psychology, 69(6), 1120-1138.
Ting, D. H. (2006). Further probing of higher order in satisfaction construct: The case of banking institutions in malaysia. International Journal of Bank Marketing, 24(2), 98-111.
Walker, L. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4(1), 60.
White, C., & Yu, Y. (2005). Satisfaction emotions and consumer behavioral intentions. The Journal of Services Marketing, 19(6/7), 411.
Wood, J. V. (1989). Theory and research concerning social comparisons of personal attributes. Psychological bulletin, 106(2), 231-248.
Wood, J. V. (1996). What is social comparison and how should we study it? Personality and Social Psychology Bulletin, 22(5), 520.
Xia, L., Monroe, K. B., & Cox, J. L. (2004). The price is unfair! A conceptual framework of price fairness perceptions. Journal of Marketing, 68(4), 1-15.