This research investigates how contextual factors affect unethicality assessment of products. The research is conducted in the context of gifts and compares interpersonal gifts and self-gifts 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.