Motivated dissimilarity construal and self-serving behavior: How we distance ourselves from those we harm

•We introduce an incentivized form of psychological distance called “Motivated Dissimilarity Construal” (MDC).•The more incentives people have to behave self-servingly, the more they perceive the victims of that behavior as dissimilar.•Anticipated discomfort about self-serving behavior increases MDC.•MDC is possible when people consider an acquaintance but less likely when they consider a friend.•MDC increases self-serving behavior by reducing discomfort about that behavior.