With Whom Do People Share? the Effects of Upward and Downward Social Comparisons on Willingness to Share Possessions

Ayalla Ruvio, Michigan State University, USA
Naomi Mandel, Arizona State University, USA
Elodie Gentina, Université de Lille, France
In this research, we experimentally investigate the role of social comparison in sharing. We find that people are more willing to share their possessions with a high-scoring (vs. low-scoring) fellow student due to reciprocity expectations. These findings are moderated by the product relevance to the comparison dimension and competitive/cooperative mindset.
[ to cite ]:
Ayalla Ruvio, Naomi Mandel, and Elodie Gentina (2015) ,"With Whom Do People Share? the Effects of Upward and Downward Social Comparisons on Willingness to Share Possessions", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 186-190.