Are your pants on fire?

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I always love a good study...a lot of the ones you hear about are usually done overseas in Europe but this one came from the good ole USA.  I've never been to Massachusetts I'm sure it pretty up there...but the only thing I think of is politicians when I think of MASS.  but check this out...According to studies conducted by Robert Feldman, a professor of psychology at the University of Massachusetts, when we’re making small talk with strangers, we tend to lie to each other about three times every 10 minutes. Feldman offers that disquieting factoid in his book, The Liar in Your Life: How Lies Work and What They Tell Us About Ourselves. According to Feldman, we lie with little shame and great confidence. Some people in his study lied as many as 12 times during the course of a ten minute conversation.

... Our reasons for lying are many. We lie to address our own insecurities when meeting new people, says Feldman, and also because lying about ourselves is often easier than telling the truth. "Just being yourself" requires more creative effort than lying, he claims, because it involves deciding "which attributes to emphasize and which to minimize, which impulse to follow and which to ignore."

When do you lie? Do you know someone who lies a lot? Do they do it for fun, or do they do it without thinking?