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Effects of Social Comparison Goal, Target, and Outcome on Choice of Comparison Target

Korean Journal of Social and Personality Psychology / Korean Journal of Social and Personality Psychology, (P)1229-0653;
2004, v.18 no.2, pp.65-89


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Abstract

On the basis of the self-regulation theory of social comparisons processes(Hahn, 1999, Hahn & Jang, 2003), we investigated the effects of social comparison on the choice of comparison target through an experiment. A 2(Social comparison goal: self-promotion/self-protection) × 2(comparison target: upward/downward) × 2(comparison outcome: success/failure) complete factorial design was used. Dependent measure was the choice frequency of each comparison targets. One hundred and twenty college students were randomly assigned to one of 8 experimental conditions. The main hypotheses were confirmed. The results were as follows: 1) More upward social comparison targets were chosen in the self-promotion goal condition than those in the self-protection goal condition, 2) more downward social comparison targets were chosen in the self-protection goal condition than those in the self-promotion goal condition, 3) More upward social comparison targets were chosen in the self-promotion goal/upward comparison/success outcome condition than those in the self-promotion goal/downward comparison/success outcome condition, and 4) More downward social comparison targets were chosen in the self-protection goal/failure outcome condition than those in the self-protection goal/success outcome condition. Finally, the results and the limitations of this study were discussed in terms of the previous studies. And the implications for future studies were added.

keywords
사회비교, 사회비교 동기, 비교동기의 충족수준, 사회비교목표, 사회비교대상, 수행환류, social comparisonsocial comparison motivefulfillment level of social comparison motivesocial comparison goalsocial comparison targetperformance feedback, social comparisonsocial comparison motivefulfillment level of social comparison motivesocial comparison goalsocial comparison targetperformance feedback

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Korean Journal of Social and Personality Psychology