Selfish By Affiliation: Social Distance Regulation As a Justification Tool for Self-Interested Behavior

In two studies, we manipulated states of self-interest and fairness. Participants in the self-interest (vs. fairness) condition behaved more selfishly and this was mediated by increased social closeness towards a moderately selfish, and decreased closeness towards a fair comparison standard. Thus, people strategically assimilate to a most instrumental comparison standard.