The Better You Do, the Worse You Feel: Selective Information Processing Approaches Based on Social Comparisons Moderates the Effect of Absolute Performance on Satisfaction

Dilney Gonçalves, IE Business School - IE University, Spain
Jonathan Luffarelli, IE Business School - IE University, Spain
Antonios Stamatogiannakis, IE Business School - IE University, Spain
Consumers are frequently evaluated relatively to others. In these settings, we find consumers more (less) satisfied with inferior (superior) evaluation. We propose that social comparison orientation changes the importance consumers give to absolute information about others’ vs. own evaluation. This process moderates the evaluation-satisfaction relationship, while self-perceived competence mediates it.
[ to cite ]:
Dilney Gonçalves, Jonathan Luffarelli, and Antonios Stamatogiannakis (2013) ,"The Better You Do, the Worse You Feel: Selective Information Processing Approaches Based on Social Comparisons Moderates the Effect of Absolute Performance on Satisfaction", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.