Self-construal and social comparison effects

Maintaining her image: A social comparative evaluation of the particularity of mothers in the Chinese cultural context

In Chinese culture, the mother holds a special meaning in one's self-concept, and is perceived as being stablyincorporated into and consistent with the self. However, it is unclear whether the evaluation of mothers by individuals is affected following the initiation of upward and downward social comparisons (USC and DSC). This experiment manipulated USC and DSC by evaluating positive and negative public figures and used functional near-infrared spectroscopy to record changes in brain activity during the evaluation. It was found that participants' evaluations of their mothers and their brain activity did not differ from the self during USC, verifying the equivalence of the mother and the self. In DSC, participants made significantly more positive social judgments about their mothers, accompanied by greater activation of the left temporal lobe. These results suggest that the mother was not only stably incorporated into the self but was in a position of even greater importance than the self. In DSC in particular, individuals are more likely to maintain a positive image of their mother.

Social comparison in the classroom: Priming approach/avoidance changes the impact of social comparison on self-evaluation and performance

BACKGROUND

Social comparisons between pupils are especially relevant at school. Such comparisons influence self-perception and performance. When pupils evaluate themselves more negatively and perform worse after an upward comparison (with a better off pupil) than a downward comparison (with a worse-off pupil), this is a contrast effect. On the other hand, when they evaluate themselves more positively and are better after an upward than downward comparison, this is an assimilation effect.

AIMS

We examine assimilation and contrast effects of comparison in the classroom on pupils' self-evaluation and performance. Previous work by Fayant, Muller, Nurra, Alexopoulos, and Palluel-Germain (2011) lead us to hypothesize that approach vs. avoidance moderates the impact of upward vs. downward comparison: approach should lead to an assimilation effect on self-evaluation and performance, while avoidance should lead to contrast on self-evaluation and performance.

METHODS

To test this hypothesis, we primed pupils with either approach or avoidance before reading upward or downward comparison information about another pupil. We then measured self-evaluation (Experiment 1) and performance (Experiments 1 and 2).

RESULTS

Results confirmed our predictions and revealed the predicted interaction on self-evaluation (Experiment 1) and performance (Experiment 2): approach leads to an assimilation effect (in both experiments) whereas avoidance leads to a contrast effect (in Experiment 2).

CONCLUSIONS

These experiments replicate previous studies on self-evaluation and also extend previous work on performance and in a classroom setting. Priming approach before upward comparison seems especially beneficial to pupils.

The Influence of Word-Of-Mouth Referral on Consumers’ Purchase Intention: Experimental Evidence from WeChat

Based on the perspective of dual-system information processing, this article explores how word-of-mouth (WOM) referral affects the purchase intentions of consumers with different types of self-construal. Two experimental studies, using WeChat as a research setting, tested the interactive influence of type of WOM referral (economic vs. public welfare) and type of self-construal (independent vs. interdependent) on consumers’ purchase intention toward the referred product and its intermediary mechanism. The results showed that economic (vs. public welfare) WOM referrals, which emphasize a product’s economic benefits, increased the purchase intention of consumers with an independent (vs. interdependent) self-construal, who typically take an individualistic perspective. In contrast, public welfare (vs. economic) WOM referrals, which emphasize the social benefits connected to a company for the community at large, increased the purchase intention of consumers with an interdependent (vs. independent) self-construal, who take a more collectivistic perspective. The results also shed light on the underlying mechanism by showing that different types of self-construal activate different information processing systems in consumers, which mediate consumers’ reaction to different types of WOM referrals. Specifically, economic WOM referrals can inspire consumers with an independent self-construal to engage in more emotional processing, thereby generating higher purchase intentions; in contrast, public welfare WOM referrals can stimulate consumers with an interdependent self-construal to get involved in more cognitive processing, thereby generating higher purchase intentions. These findings contribute to WOM literature and provide practical implications for companies adopting societal marketing strategy and implementing sustainable promotional plans.

Well-Being and Throwing Speed of Women Handball Players Affected by Feedback

This research aims at studying the effect of feedback on well-being (vitality, and positive and negative affect), competence valuation, perceived competence, motivation, and performance (throwing speed and accuracy) in a throwing task. Thirty nine expert women handball players, with experience in international handball competitions, participated in this study. They were indiscriminately ascribed to one of three different experimental conditions measuring feedback: (positive, negative, and none). Significant differences in well-being (positive affect) and throwing speed were found among the three feedback groups. More concretely, higher levels of positive affect and throwing speed were found in the negative feedback group in comparison with the other two groups (positive and no-feedback). These results have important implications for athletes' well-being and performance, and for coaches' training programs.

The What, How, Why, and Where of Self-Construal

Since the publication of Markus and Kitayama’s pivotal article on culture and the self, the concepts of independent, relational, and interdependent self-construal have become important constructs in cultural psychology and research on the self. The authors review the history of these constructs, their measurement and manipulation, and their roles in cognition, emotion, motivation, and social behavior. They make suggestions for future research and point to problems still to be sorted out. Researchers interested in these constructs have many opportunities to make important contributions to the literature in a variety of fields, including health psychology, education, counseling, and international relations.