Ascribing Advantages to Social Comparison Targets

Abstract

Three experiments examined how people perceive a social comparison target when a dimension important to identity is threatened and a relatively unfavorable social comparison is anticipated. All 3 experiments show that people will perceive or exaggerate advantages in a target, that make the target inappropriate for social comparison, when they anticipate a comparison with the target and are uncertain of the outcome. Experiments 2 and 3 show that reports of some target advantages are moderated by individual differences in self-esteem, such that people with low self-esteem are more likely than people with high self-esteem to perceive that a comparison target enjoys subtle, subjective advantages. Finally, Experiment 3 shows that the report of overt target advantages reflects actual perceptions on the part of the perceiver, and are not merely self-presentational claims intended to manage audience attributions.