Doing Worse and Feeling Better: Why Low Performance Can Increase Satisfaction

Dilney Gonçalves, IE Business School, Spain
Antonios Stamatogiannakis, IE Business School, Spain
Jonathan Luffarelli, IE Business School, Spain
We propose that individuals high in social comparison orientation use the average absolute performance of others to assess task difficulty. A low absolute performance (average and, thus, individual) implies a difficult task, making these individuals more satisfied when their absolute performance is low (high) if their relative performance is constant.
[ to cite ]:
Dilney Gonçalves, Antonios Stamatogiannakis, and Jonathan Luffarelli (2012) ,"Doing Worse and Feeling Better: Why Low Performance Can Increase Satisfaction", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1135-1135.