1. How do we know who we are? An update on social comparison theory

2. Sources of Self-Knowledge
Global self-esteem
Direct feedback from others
Indirect feedback from others
Reflected appraisals
Self-perception
Social comparison

3. Self-Perception
Bem’s SP theory: when internal cues are difficult to interpret, people gain self-insight by observing their own behavior.
Emotions---facial feedback
Motivation---reward study

4. Self-Perception Theory
Self-perception: “I do
this because I like it.”
Intrinsic
Motivation
No external reward
Enjoyable
activities
Self-perception:
“I do this
because I’m
paid to.”
Extrinsic
Motivation
External
reward (e.g., $)

5. Festinger (1954). A theory of social comparison processes.
People are driven to evaluate their opinions and abilities.
Emphasis on Accuracy:
“The holding of incorrect opinions and/or inaccurate appraisals of one’s abilities can be punishing or even fatal in many situations.”

6. Festinger (1954). A theory of social comparison processes.
2. In the absence of objective information, people compare to others.
3. People prefer to compare to others who have similar abilities.

7. Two types of social comparison research
Reactions to comparison- what happens to self-evaluations when people encounter social comparisons?
Comparison choice- when do people choose to compare to others? With whom do people compare?

8. Social Comparison Direction
Upward social comparison- compare to someone who is better than you.
Downward social comparison- compare to someone who is worse than you.

9. Testing the Similarity Hypothesis: Rank Order Paradigm19 ??
12  You 7
Which score would you like to see?

10. Testing the Similarity Hypothesis: Related Attributes Suls et al
Participant Gender
Chose Male Norm
Chose Female Norm
Chose Combined Norm
Male
44.1%
55.9%
Female
61.1%
38.9%
These results are for the condition in which there was no mention of gender differences

11. Support for the Similarity Hypothesis
Rank order paradigm—compare to others with similar scores.
Related attributes paradigm—compare to others with similar characteristics (e.g., gender).

12. Social Comparison and Objective Information
Festinger: In the absence of objective information, people compare to others.

13. Klein (1997) Social comparison and objective information
P’s received feedback on a test of esthetic ability.
Upward SC
Downward SC
High score
You: 60
Avg: 80
Avg: 40
Low score
You: 40
Avg: 60
Avg: 20
DV’s: Self-evaluations and Task Choice

14. Klein (1997): Results
Self-evaluations were sig. affected by social comparison info, but not objective info.
Choice of task was sig. affected by both.
Interpretation: People use SC even when they have (more useful) objective info.

15. Accuracy perspective:
Comparison Choice Buckingham (2001). Does objective information reduce the drive to compare to others?
Accuracy perspective:
The more information people have about an ability, the less interest they should have in comparing to other individuals.

16. Buckingham (2001). Procedure
59 female students participated in a “driving safety” study.
P’s completed the Driving Appraisal Inventory.
Experimenter provided feedback.
You have a 20% chance of causing an automobile accident.

17. Buckingham (2001). Variables
Manipulation:
Control group: no further information.
Safer than average group: the average risk for a woman your age is 30%.
Riskier than average group: the average risk for a woman your age is 10%.
Dependent variable:
Would you like to see how others scored?

18. Buckingham (2001) Results Control (no average) Riskier than average
Safer than average
Percentage requesting comparison
information
52%
65%
20%
Control and riskier than average groups do not significantly differ.
Safer than average participants were less likely than those in the other 2 groups to request SC information.

19. When do people compare with others?
Accuracy perspective:
The more information people have about an ability, the less interest they should have in comparing to other individuals.
Revision:
Additional information (e.g., the average) reduces the drive to compare when it puts the person in a favorable light.

20. How Frequently do People Compare With Others?
Wheeler & Miyake (1992)
Diary study using the Rochester Social Comparison Record.
On average, participants recorded 23.5 comparisons over 13.1 days.

21. Social Comparison Motives: Wood, 1989
Why do people compare with others?:
Self-evaluation (accuracy)- people want valid info about themselves.
Self-enhancement- people want to feel good about themselves.
Self-improvement- people want to get better.