The "relative self": informational and judgmental consequences of comparative self-evaluation.
Results of 5 studies demonstrated that self-evaluative comparisons have 2 distinct informational consequences with opposing judgmental effects: They selectively increase the accessibility of standard-consistent self-knowledge and provide an evaluative reference point. The first informational consequence produces assimilation in self-evaluative judgments, whereas the latter yields contrast. Using a lexical decision task, Study 1 demonstrated that a social comparison selectively increases the accessibility of standard-consistent self-knowledge. Study 2 showed that this effect also holds for comparisons with objective standards. Studies 3 and 4 revealed that the same comparison may lead to assimilation on objective and contrast on subjective self-judgments. Finally, Study 5 demonstrated that assimilation results for comparisons with relevant and irrelevant standards, whereas contrast occurs only for relevant standards.
Mussweiler
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Department of Psychology, Universität Würzburg, Germany. mussweiler@psychologie.uni-wuerzburg.de
Strack
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D000328:Adult; D002755:Choice Behavior; D005260:Female; D006801:Humans; D007600:Judgment; D007721:Knowledge of Results, Psychological; D008297:Male; D012015:Reference Standards; D012647:Self-Assessment; D012925:Social Conformity