Social Comparison, Social Media, and Consumer Well-Being

Social comparison, or the act of comparing oneself to others, is an innate psychological mechanism that serves a variety of psychological and social needs and can influence a person’s judgments, decision-making, and behavior. This chapter examines social comparison and its effects on consumer behavior and well-being. We begin by reviewing evidence on how social comparison influences consumer behavior in consumer and nonconsumer marketspaces. We then explore relevant theoretical perspectives on social comparison, including social comparison theory (SCT), fear-affiliation theory, downward comparison theory, upward comparison and self-construal theory, the selective accessibility model, and the self-evaluation maintenance model. Next, we review the key motivations, processes, and outcomes of social comparison, including self-assessment, self-enhancement, self-improvement, social identity, emotional regulation, and coping behavior. Additionally, we examine how peers affect self-comparisons and describe the consequences of these outcomes in online environments (e.g., social media). The chapter concludes by providing policy recommendations and future research directions related to digital literacy and media education, as well as content creation, use, and moderation. Finally, we close the chapter by offering user well-being recommendations related to intentional social media usage and mindful social media use models.