Focus of Comparison as a Determinant of Assimilation Versus Contrast in Social Comparison

Previous research on self-other similarity judgments has demonstrated that perceived similarity between self and other depends on the focus of comparison. Based on the Selective Accessibility model, which assumes that comparisons with similar others yield assimilation, whereas comparisons with dissimilar others yield contrast, the author hypothesized that the focus of a social comparison would influence its consequences. Specifically, comparing the standard to the self (focus of comparison other → self) should increase perceived similarity so that self-evaluations are assimilated to the standard. Comparing the self to the standard (focus of comparison self → other), however, should reduce perceived similarity so that contrast ensues. This pattern was obtained in two studies. Moreover, Study 2 demonstrates that the occurrence of assimilation versus contrast as a consequence of manipulating the focus of comparison is mediated by the perceived similarity to the standard.