Getting More Versus Spending Less: How Social Comparisons Based on Input and Output Increase Consumer Motivation
Upward social comparison can occur when superior others use less input to achieve the same output or when the superior others achieve greater output from the same level of input. This research examines how these two types of upward social comparisons motivate consumers differently on their goal pursuit.
Elaine Chan (2018) ,"Getting More Versus Spending Less: How Social Comparisons Based on Input and Output Increase Consumer Motivation", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 251-252.
Elaine Chan, Nanyang Business School, Singapore
E - European Advances in Consumer Research Volume 11 | 2018
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