STUDY OF SOME DETERMINANTS OF SOCIAL-COMPARISON STRATEGIES USING A NEW METHODOLOGICAL TOOL - TOWARDS A DYNAMIC APPROACH

In addition to proposing a new method for testing the variability of s ocial comparison strategies, this study looks at whether and how the s ocial value of the comparison dimensions affect those strategies. Afte r being attributed a superior, neutral, or inferior position on a dime nsion with a high or low social value, subjects were told they had to select 10 persons in order to choose a working partner among 30 compar ison targets. Two pieces of information (a performance and a personali ty trait) presented in a table on a computer screen were given as a ba sis for the choice. The results showed that the social value of the di mension was an important determinant of the social comparison strategi es, and that variability of these strategies appeared only when inferi ority was experienced on a socially-valued dimension. While pointing o ut the relevance of the method employed, the results suggest the merit s of taking the social value of comparison dimensions into account, an d of studying social comparison process from a dynamic rather than sta tic point of view.