Ability evaluation through social comparison

Two experiments were conducted to clarify and extend social comparison theory for abilities. In the first experiment, the hypothesis was supported that people want information about their ability level more when they anticipate making a decision about an action based on the ability than when the decision has already been made. The evaluative need is thus primarily a predecision phenomenon. The second experiment showed that the preference for comparison with similar others predicted by social comparison theory is strongest when those others have had experience utilizing the ability in situations relevant to subjects' decisions.     

The role of performance-related similarity in social comparison of abilities: A test of the related attributes hypothesis

The hypothesis that individuals evaluate their abilities by comparison with others who are similar on nonability attributes that are related to performance has been supported in recent experiments. However, since these experiments did not include conditions in which attributes were unrelated to performance, they provide no evidence that it was the relationship of attributes to performance that explains why subjects compared with similar others. In the present experiment, 66 female undergraduates could choose to compare their test performance to the performance of women who were similar or dissimilar to themselves in physical attractiveness and the college they attended. In a 2 × 2 design these attributes were either related or unrelated to test performance. Results showed that only the performance relevance of college attended influenced comparison choices. Subjects compared with similarly attractive women even when attractiveness was unrelated to performance. These results indicate that identification of the conditions in which people do and do not consider the relevance of attributes to performance in selecting comparison others warrants attention.     

How identity related goals moderate the role of attributes in product evaluation

This research examines how identity related goals influence product evaluation. It is proposed that products are evaluated based on an attribute level to fulfill an identity related goal. Further, the positive relationship between an attribute level and product evaluation is strengthened by goal activation (the degree to which a goal occupies a consumer's thinking) and goal‐product fit (the extent to which consumers think a product is related to a particular goal). Results of three experimental studies support the above propositions. The research makes contributions in that it identifies two moderators, that is, goal activation and goal‐product fit, in the relationship between attributes ability and product evaluation. First, identity‐related goals are higher order and likely to have higher priority for consumers. However, results in this paper show that it still needs to be activated before it can exert an influence on attribute importance. Specifically, when an identity related goal (e.g., one supportive of the fair trade goal) is activated, it takes over a lower‐order goal (e.g., seek for a good taste or a good priced coffee in this case). As goal activation increases, relevant attributes become more important, and the positive relationship between an attribute level and product evaluation strengthens. Second, this paper introduces a new construct of goal‐product fit into identity‐related goals and product evaluation literature. The results of study three suggest that when goal‐product fit becomes stronger, the relevant attribute that can fulfill the goal becomes more important in the overall product evaluation.     

Performance evaluation: On choosing to know the related attributes of others when we know their performance

It was hypothesized that people will choose to find out about the performance attributes of others who perform similarly to themselves if they believe the attributes are related to performance. Subjects within a group of nine were supposedly given different amounts of practice prior to taking a test on which performance was said to be either related or unrelated to practice. After taking the test, each subject was given his score, his rank order in the group, and the score obtained by each of the other group members. The subject was then allowed to find out about the number of items practiced by one other person in the group. A second choice was also given. On both first and second choices, subjects in the related condition chose to learn about others who were adjacent to them in the rank order. Subjects in the unrelated condition chose to learn about others with extreme scores. First choices in both conditions were strongly biased upward, supporting the unidirectional drive hypothesis.     

Factors in social comparison of performance influencing actual performance

Seven experiments were conducted which measured changes in the subjects' actual performance resulting from manipulated personal and categorical comparison of performance with another subject. In line with Festinger's (1954) theory of social comparison of ability, it was found that subjects who were visually isolated from sources of evaluation (setting 2, experiment 2 and 3) showed relatively low performance after a VI (very inferior) or VS (very superior) outcome and relatively high performance after an EQ (equal) outcome, whereas subjects who were visually exposed to sources of evaluation (setting 1, experiment 1 and 4) showed relatively low performance only after a VS outcome and relatively high performance after both a VI and EQ outcome. When (also in setting 1) the manipulation of outcome was combined with a manipulation of expectation (experiment 5), it was found that an EQ expectation did not alter the original pattern of outcome effects, but that a VI or VS expectation markedly influenced the effect of outcome: A complete confirmation of VI expectation and an almost complete disconfirmation of VS expectation resulted in relatively high performance, whereas all other combinations of VI or VS expectation with a given outcome resulted in relatively low performance. Finally, it was found that changing the manipulation of personal comparison of performance of the previous experiments into a manipulation of categorical comparison of performance of the previous experiments into a manipulation of categorical comparison of performance (experiment 6a and 6b) resulted in a pattern of data wich was about the opposite of the typical previous pattern. In setting 1 (experiment 6a), the subjects' performance was relatively low after being categorized into a VI or EQ category and relatively high after being categorized into a VS category, whereas in setting 2 (experiment 6b) both the VI and VS categorization resulted in the same performance and the EQ categorzation resulted in a slightly lower performance.     

Culture and social comparison seeking: the role of self-motives

Three studies examined the relation between cultural background and social comparison seeking. Compared to European Canadians, Asian Canadians sought more social comparisons, particularly those that were upward (Study 1), more social comparisons after failure (Study 2), and more social comparisons after failure when the opportunity for self-improvement was made salient (Study 3). Taken together, these data spotlight Asian Canadians' interest in social comparisons that allow for self-improvement.     

Inferring category attributes from exemplar attributes: geometric shapes and social categories

Three experiments tested the hypothesis that judgments about the attributes of categories are disproportionately based on the characteristics of exemplars that best fit the category. In the first 2 experiments, subjects were presented with good and bad exemplars of categories with defining attributes (rectangles, triangles, pentagons, and ellipses) in which different colors were arbitrarily paired with the good and poor examples. In both experiments, subjects erroneously judged the colors paired with the good exemplars as more frequent than colors paired with the poor exemplars. A third experiment, using social categories, examined whether attributes associated with a single category member were more likely to generalize to the category as a whole for prototypical than for nonprototypical category members. Subjects were presented with information about individual fraternity members who varied in prototypicality, and the tendency to infer a target behavior (liberal vs. conservative voting behavior) from the individual fraternity member to the fraternity as a whole increased with the prototypicality of the category member. Implications for the contact hypothesis, category-exemplar relations, and belief stability are discussed.     

Effects of performance expectancies created by peer comparison as related to social reinforcement,task difficulty,and age of child

Children in kindergarten-first grades and fourth-sixth grades (6 and 10 years of age, respectively) participated in one of two experiments and performed either a simple motor task or (for older children only) a two-choice simultaneous discrimination task at two difficulty levels. Children received either positive, negative, or no peer comparison statements (describing how other children their age had allegedly performed) and either praise, silence (in Experiment 2 only), or criticism on a fixed-interval 20-second schedule throughout the task. Young children were more responsive to adult evaluation of their performance than to peer comparison. Expectancies created by peer comparisons affected older children's motor performance most if they received reinforcement contrary to the expectancy. In situations requiring greater cognitive ability, older children, particularly boys, responded to the performance expectancies created by positive peer comparison. Older boys, compared with older girls, seemed to be more sensitive to peer comparison and social reinforcement.     

The relationship of drive for muscularity to sociocultural factors, self-esteem, physical attributes gender role, and social comparison in middle school boys

This study examines the relationship of three sociocultural factors—media influence, peer teasing, and parent teasing/comments and three potential moderator variables—self-esteem, social comparison, and endorsement of male strength and athleticism—to drive for muscularity in middle school boys. There were 287 seventh and eighth grade boys who completed a questionnaire measuring these variables as well as body mass index (BMI) and pubertal status. Results indicated that media influence and male physical attributes endorsement were particularly important correlates of drive for muscularity. These findings have implications for programs designed to prevent body dissatisfaction among adolescent boys.     

Goal orientations and social comparison: The role of different motivations in affiliation preferences

In light of previous findings that both task and ego orientations are related to engagement in social comparison, the present research aimed to investigate this association in depth by examining why and with whom task- and ego-oriented individuals engage in comparisons. In Study 1, we found that task-oriented individuals tended to prefer working with a high performer because they wanted to improve themselves. In Study 2, we provided participants with success or failure feedback before asking them to indicate partner preferences. In the face of failure, task-oriented individuals showed a preference for a high performer due to self-improvement motivation. On the contrary, ego-oriented individuals were more motivated to feel superior to others and/or less motivated to improve themselves, which in turn led them to prefer a less competent partner. The present research demonstrated that the seemingly identical relation between the two goal orientations and the tendency to engage in social comparison might be substantially different in nature.     

Evaluative contrast in social comparison: the role of distinct and shared features of the self and comparison others

Self‐other comparisons frequently evoke contrastive reactions, especially when the comparison dimension is relevant and when people strive to maintain or preserve a positive self‐evaluation. In three studies, normal‐weight women were asked to gauge satisfaction with their body weight. In Study 1, self‐evaluation was affected by accessible distinctive information either referring to the self or to comparison others. Studies 2 and 3 tested whether the evaluative contrast observed in Study 1 is reduced when shared features receive greater weight. Consistent with the proposition that perceived similarity between self and comparison others renders assimilative reactions more likely, evaluative contrast was markedly reduced when similarities were stressed prior to the comparison process, either by suggesting that one shares certain characteristics with others unrelated to the comparison dimension or by increasing the identification with the comparison other through an intergroup contrast.. Copyright © 2004 John Wiley & Sons, Ltd.     

An islet of social ability in Asperger Syndrome: judging social attributes from faces

We asked adults with Asperger Syndrome to judge pictorial stimuli in terms of certain social stereotypes to evaluate to what extent they have access to this type of social knowledge. Sixteen adults with Asperger Syndrome and 24 controls, matched for age and intelligence, were presented with sets of faces, bodies and objects, which had to be rated on a 7-point scale in terms of trustworthiness, attractiveness, social status, and age, or, in the case of objects, price. Despite impaired performance on two important aspects of social cognition (second-order mentalizing and face recognition) the social judgements of the individuals with Asperger Syndrome were just as competent and consistent as those of their matched controls, with only one exception: there was a trend for them to be less able to judge the attractiveness of faces if they were the same sex. We explain this difference in terms of a weakness in mentalizing, specifically the ability to take a different point of view: While all other stereotypic attributions could be made from an egocentric point of view, judging the attractiveness of faces of one's own sex requires taking the perspective of someone of the opposite sex, a challenge for people with mentalizing problems. We conclude that individuals with Asperger Syndrome show preserved aspects of social knowledge, as revealed in the attribution of stereotypes to pictures of people. These findings suggest that there are dissociable subcomponents to social cognition and that not all of these are compromised in Asperger Syndrome.     

Upward and downward comparison in the intermediate-status group: the role of social stratification stability

This work analyses intergroup comparison choices made by intermediate-status group members. Seventy-six psychology students were categorized in an intermediate position with respect to other faculties. Stability was manipulated at three levels: stable, upwardly unstable, and downwardly unstable. Data on strength of comparison, comparison for enhancing, comparison for evaluation, and ingroup identification were collected. Results revealed that in the stable condition, participants were equally engaged in both upward and downward comparison. In the upwardly unstable condition, participants were more likely to compare themselves with the high-status group, whereas in the downwardly unstable condition, they were more likely to choose a downward comparison. In this latter condition, both downward comparison for enhancement and in-group identification were lower than in other conditions.     

Job-decision inconsistencies involving social comparison information: the role of dominating alternatives

Previous research on joint versus separate preference reversals has demonstrated that individuals focus on social comparison information when they are evaluating a single option but focus on absolute salary when they are considering more than 1 option. Study 1 demonstrates that social comparison information is important in multiple option scenarios when an option favorable on social comparison dominates an inferior, 3rd alternative. Study 2 examines why dominating alternatives are so attractive by investigating the role that the value-shift, weight-change, and emergent-value models play in explaining the pattern of results obtained in Study 1. Results provide support for the value-shift and emergent-value models and further suggest that these 2 models may be interrelated, with justification (emergent-value model) mediating the relationship between the attractiveness of the attributes (value-shift model) and the attractiveness of the dominating alternative.     

Follow-up effects of social comparison information on the quality of life of cancer patients: The moderating role of social comparison orientation

Objective: To examine how social comparison orientation (SCO) moderates the effects of three types of social comparison information on the global quality of life of cancer patients 2 weeks and 3 months later. Design: Cancer patients (n?=?226) were provided with social comparison information just prior to undergoing radiation therapy, using audiotapes. Each participant was confronted with one of three tapes: (1) focusing on procedural aspects, (2) focusing on emotional reactions and (3) focusing on coping strategies. Main outcome measures: Quality of life as measured with the Cantril self-anchoring scale [Cantril, H. (1965). The pattern of human concerns. New Brunswick, NJ: Rutgers University Press]. Results: With increasing SCO, a lower quality of life was reported after listening to the emotion tape, while a higher quality of life was reported after listening to the coping tape. These effects were found 2 weeks as well as 3 months after the radiation therapy had ended. Conclusion: Social comparison information may have longitudinal effects on quality of life, but these effects are to an important extent dependent on the nature of the information and individual differences in SCO.     

The influence of social comparison with less fortunate others on task performance: The role of gender motivations or appropriate norms

French male and female children performed a cognitive-perceptual task while anticipating or not public comparisons of their score with probably less fortunate others at a time when concerns about fitting in to social expectations were maximized. As predicted, boys performed better and girls poorer when social comparison was anticipated than when it was not. This suggested that task performance can depend on the compatibility of the social context of cognition with gender motivations or appropriate norms.