Conceal

Of the 246 sellers whose buyers were unaware of the computer’s defect, fully 181 chose to conceal it. When surveyed at the close of the experiment, they expressed more guilt than positive emotions, and the larger the incentive they’d been given to drive up the price, the greater their guilt. They also expressed less satisfaction with the bargaining experience than the sellers who came clean and those whose buyers knew about the defect and who therefore had no opportunity to lie about it.