ISSN : 1229-0653
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.
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