The "relative self": Informational and judgmental consequences of comparative self-evaluation

Results of 5 studies demonstrated that self-evaluative comparisons have 2 d istinct informational consequences with opposing judgmental effects: They s electively increase the accessibility of standard-consistent self-knowledge and provide an evaluative reference point. The first informational consequ ence produces assimilation in self-evaluative judgments, whereas the latter yields contrast. Using a lexical decision task, Study 1 demonstrated that a social comparison selectively increases the accessibility of standard-con sistent self-knowledge. Study 2 showed that this effect also holds for comp arisons with objective standards. Studies 3 and 4 revealed that the same co mparison may lead to assimilation on objective and contrast on subjective s elf-judgments. Finally, Study 5 demonstrated that assimilation results for comparisons with relevant and irrelevant standards, whereas contrast occurs only for relevant standards.