Social comparison and prosocial behavior: an applied study of social identity theory in community food drives

Social Identity Theory and the concept of social comparison have inspired research on individuals, addressing effects of personal and environmental factors in directing social attention. The theory's conceptual origins, however, suggest that social comparison may have behavioral implications as well. Such behaviors may include attempts by an individual to enhance the relative status of his ingroup on a salient dimension of comparison. Such behavior is referred to as "social competition." In two studies, the effects of social comparison and social competition were measured in the real-world environment of community food drives. Participants were aggregated by household; 600 households in upper middle-class neighborhoods in Eugene and Salem, Oregon, were contacted. In Study 1 of 300 households, it was hypothesized that inclusion of a social competition cue in requests for donation would significantly increase the likelihood of donation. This hypothesis was supported. Study 2 was done to clarify the possible role in a social comparison of perceived ingroup inferiority in the prior observed increase in donations. The inclusion of a social comparison cue in the donation request significantly increased donations in households of the second study. The findings suggest that researchers should expand study of the theory's behavioral implications, including the role of social comparison in prosocial behavior.