Featured Research

from universities, journals, and other organizations

Double standard? The use of performance-enhancing products

Date:
June 25, 2014
Source:
Journal of Consumer Research, Inc.
Summary:
When professional athletes are found to be using performance-enhancing drugs, many people consider this an unfair advantage and say they are cheating. But when another person uses the same drug to overcome a disease or behavioral issue, society is more forgiving. A new study shows that people are more forgiving when the benefit is personal.

When professional athletes are found to be using performance-enhancing drugs, many people consider this an unfair advantage and say they are cheating. But when another person uses the same drug to overcome a disease or behavioral issue, society is more forgiving. A new study in the Journal of Consumer Research shows that people are more forgiving when the benefit is personal.

"Our research shows that when people see others using ability-boosting products, they are more likely to see this behavior as morally unacceptable than if they were using the products themselves," write authors Elanor F. Williams (University of California, San Diego) and Mary Steffel (University of Cincinnati).

Studying what they call an ethical double standard, the authors conducted five experiments to understand how people perceive the use and regulation of products and services designed to enhance one's ability, performance, appearance, potential, or well-being.

In one study, participants were asked to imagine either taking or not taking a medication to improve their focus and concentration while taking an exam. Also taking the exam were people either diagnosed or not diagnosed with ADHD.

When outperformed on the test by those taking the medication, participants were more likely to view taking the medication without having ADHD as embellishing one's performance abilities. Interestingly, when told to imagine that they had taken the medication, participants saw the use of the medicine by those diagnosed with ADHD as no more embellishing, yet more enabling, than their own personal use.

For companies selling performance-enhancing products and services, study results can offer insight into the importance and implications of making their brand seem more acceptable to others.

"To make ability-boosting products more palatable, we suggest brands describe the products' effects as enabling true abilities rather than embellishing beyond them. On a personal note, we encourage consumers to consider themselves, not others, when purchasing these items," the authors conclude.


Story Source:

The above story is based on materials provided by Journal of Consumer Research, Inc.. Note: Materials may be edited for content and length.


Journal Reference:

  1. Elanor F. Williams and Mary Steffel. Double Standards in the Use of Enhancing Products by Self and Others. Journal of Consumer Research, August 2014

Cite This Page:

Journal of Consumer Research, Inc.. "Double standard? The use of performance-enhancing products." ScienceDaily. ScienceDaily, 25 June 2014. <www.sciencedaily.com/releases/2014/06/140625132120.htm>.
Journal of Consumer Research, Inc.. (2014, June 25). Double standard? The use of performance-enhancing products. ScienceDaily. Retrieved September 16, 2014 from www.sciencedaily.com/releases/2014/06/140625132120.htm
Journal of Consumer Research, Inc.. "Double standard? The use of performance-enhancing products." ScienceDaily. www.sciencedaily.com/releases/2014/06/140625132120.htm (accessed September 16, 2014).

Share This



More Science & Society News

Tuesday, September 16, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Some Tobacco Farmers Thrive Amid Challenges

Some Tobacco Farmers Thrive Amid Challenges

AP (Sep. 16, 2014) The South's tobacco country is surviving, and even thriving in some cases, as demand overseas keeps growers in the fields of one of America's oldest cash crops. (Sept. 16) Video provided by AP
Powered by NewsLook.com
Space Race Pits Bezos Vs Musk

Space Race Pits Bezos Vs Musk

Reuters - Business Video Online (Sep. 16, 2014) Amazon CEO Jeff Bezos' startup will team up with Boeing and Lockheed to develop rocket engines as Elon Musk races to have his rockets certified. Fred Katayama reports. Video provided by Reuters
Powered by NewsLook.com
President To Send 3,000 Military Personnel To Fight Ebola

President To Send 3,000 Military Personnel To Fight Ebola

Newsy (Sep. 16, 2014) President Obama is expected to send 3,000 troops to West Africa as part of the effort to contain Ebola's spread. Video provided by Newsy
Powered by NewsLook.com
EU Ministers and Experts Meet to Discuss Ebola Reponse

EU Ministers and Experts Meet to Discuss Ebola Reponse

AFP (Sep. 15, 2014) The European Commission met on Monday to coordinate aid that the EU can offer to African countries affected by the Ebola outbreak. Duration: 00:58 Video provided by AFP
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

    Environment News

      Technology News



      Save/Print:
      Share:

      Free Subscriptions


      Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

      Get Social & Mobile


      Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

      Have Feedback?


      Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
      Mobile: iPhone Android Web
      Follow: Facebook Twitter Google+
      Subscribe: RSS Feeds Email Newsletters
      Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins