Social influence: The role of self‐monitoring when making social comparisons

Abstract The self‐monitoring construct (Snyder, 1987) may prove to be useful when examining who individuals choose when making social comparisons. In Study 1, the self‐monitoring propensity of individuals who provide social comparison information and the self‐monitoring propensity of individuals who use such information were examined. Results supported the hypothesis that high self‐monitors have advisors (i.e., individuals to whom they first turn for advice) that are high in self‐monitoring, whereas low self‐monitors have advisors that are low in self‐monitoring. In Study 2, high and low self‐monitors identified their advisors as experts and generalists. Results supported the hypothesis that high self‐monitors have more expert advisors than low self‐monitors. The findings are discussed in terms of the implications for consumer decision making. © 2006 Wiley Periodicals, Inc.