Abstract
This research investigates how contextual factors affect unethicality assessment of products. The research is conducted in the context of gifts and compares interpersonal gifts (IGs) and self-gifts (SGs) by examining individuals’ reactions in front of unethical gifts. Five experiments investigate how individuals assess product unethicality differently, depending on the source of the gift, being the Self or a gifter. This research employs attribution theory to explain the differences between IGs and SGs and identify psychological distance as a boundary condition for the effect.