The Different Impacts of Inter- Versus Intra-Personal Comparison Outcomes on Self-Evaluation and Goal Pursuit

Kao Si, Chinese University of Hong Kong, China
Xianchi Dai, Chinese University of Hong Kong, China
We propose and show that inter-personal success has greater positive effect on self-evaluation and goal pursuit than intra-personal success whereas intra-personal failure is more devastating on self-evaluation and goal pursuit than inter-personal failure. The strengths of these effects depend on the comparison outcome’s implication for goal attainment.
[ to cite ]:
Kao Si and Xianchi Dai (2015) ,"The Different Impacts of Inter- Versus Intra-Personal Comparison Outcomes on Self-Evaluation and Goal Pursuit", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 807-807.