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

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.



Citation:

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.

Authors

Dilney Gonçalves, IE Business School, Spain
Antonios Stamatogiannakis, IE Business School, Spain
Jonathan Luffarelli, IE Business School, Spain



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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