Social Comparison Theory (SCT) is a psychological theory that explains how individuals evaluate themselves by comparing their traits and abilities to those of others. According to SCT, individuals tend to compare themselves to others when they have no objective means of assessing their own abilities or qualities. This theory suggests that social comparisons can affect an individual’s self-concept, emotional state, and behavior.
SCT was introduced by Leon Festinger in 1954, and it has since become one of the most influential theories in social psychology. The theory proposes that individuals compare themselves to others in order to determine their own abilities, traits, and opinions. Festinger suggested that there are two types of social comparison: upward and downward comparison.
Upward comparison occurs when individuals compare themselves to others who are better than them in some way. This type of comparison can lead to feelings of inferiority, self-doubt, and envy. On the other hand, downward comparison occurs when individuals compare themselves to others who are worse off than them. This type of comparison can lead to feelings of superiority and self-esteem.
Studies have shown that social comparisons can impact various aspects of our lives, including consumer behavior, job satisfaction, and self-esteem. For example, Argo, White, and Dahl (2006) found that individuals tend to deceive others about their consumption habits in order to appear more similar to their peers. Similarly, Bonifield and Cole (2008) found that social comparison can impact customer satisfaction in service industries.
Criticism
Despite its popularity, SCT has faced criticism and limitations. One criticism is that the theory does not account for individual differences, such as personality traits and cultural background. Gerber (2020) suggests that social comparison can have different effects on individuals based on their unique traits and experiences.
Another limitation of SCT is that it does not explain why individuals engage in social comparison in the first place. Some researchers have proposed that individuals may engage in social comparison in order to reduce uncertainty or anxiety about their abilities or qualities. However, this aspect of SCT has not been fully explored.
In addition, SCT has been criticized for its lack of specificity in terms of the types of comparisons individuals make. Goethals (1986) suggests that SCT does not fully explain why individuals compare themselves to certain others, or how the outcomes of social comparison are influenced by the context of the comparison.
Compared to other similar theories, such as Self-Evaluation Maintenance Theory (SEM), SCT has been criticized for its narrow focus on the impact of social comparison on individuals’ self-concept. SEM proposes that individuals can maintain or enhance their self-esteem by engaging in social comparison with others who are performing poorly in areas where the individual excels. This theory takes into account the individual’s own performance and the performance of others, whereas SCT focuses solely on the impact of social comparison on self-concept.
Conclusion
Despite its limitations, SCT remains an important framework for understanding the impact of social comparison on our lives. By recognizing the impact of social comparison on our self-concept, emotional state, and behavior, we can become more self-aware and make more informed decisions. As Gerber (2020) suggests, future research should focus on exploring the nuances of social comparison, such as the impact of context, individual differences, and the motives behind social comparison. With a more complete understanding of social comparison, we can continue to apply this theory to various aspects of our lives and improve our overall well-being.
References
Argo, J., White, K. M., & Dahl, D. W. (2006). Social Comparison Theory and Deception in the Interpersonal Exchange of Consumption Information. Journal of Consumer Research, 33(1), 99–108. https://doi.org/10.1086/504140
Bonifield, C. M., & Cole, C. H. (2008). Better him than me: social comparison theory and service recovery. Journal of the Academy of Marketing Science, 36(4), 565–577. https://doi.org/10.1007/s11747-008-0109-x
Festinger, L. (1954). A Theory of Social Comparison Processes. Human Relations, 7(2), 117–140. https://doi.org/10.1177/001872675400700202
Gerber, J. P. (2020). Social Comparison Theory. Springer EBooks, 5004–5011. https://doi.org/10.1007/978-3-319-24612-3_1182
Goethals, G. R. (1986). Social Comparison Theory. Personality and Social Psychology Bulletin, 12(3), 261–278. https://doi.org/10.1177/0146167286123001