Impact of Social Comparisons on Material Satisfaction: The Role of Similarity

Abstract

The impact of social comparison information on consumer satisfaction with material possessions was examined in an experiment A 2 (dis/similarity of target) X 2 (up/downward comparison) design revealed that a similar comparison target had an inoculating effect on the subjects, whereby levels of satisfaction did not vary between upward and downward comparisons. But a dissimilar target led to greater satisfaction for downward and lower satisfaction for upward comparison. Results indicate that in the case of a similar/close comparison target, subjects had a greater tendency to identify and empathize with the target, which appears to be the mechanism for the inoculating effect. In the case of the dissimilar other, traditional social comparison predominates. Overall, there is strong evidence that our satisfaction with material possessions is affected by social comparisons.