Three studies showed that entitlement and selfishness lead to projection of selfishness and exploitativeness onto the target. These processes were more likely to occur when inequity has been primed or situationally induced. This research differentiated between similarity, complementary, and functional projection by measuring self-justification and self-protection as mediators of projection effects. Two studies found support for similarity projection and for self-justification processes inherent in complementary projection, but not for self-protection processes inherent in functional projection.