'Seek and ye shall find': antecedents of assimilation and contrast in social comparison

Based on a Selective Accessibility (SA) model of comparison consequences, i t is suggested that the self-evaluative effects of social comparisons depen d on the nature of the hypothesis that is tested as a starting-point of the comparison process. If judges test the hypothesis that they are similar to the standard, then standard-consistent self-knowledge is rendered accessib le so that self-evaluations are assimilated towards the standard. If judges test the hypothesis that they are dissimilar from the standard, however st andard-inconsistent self-knowledge is made accessible so that self-evaluati ons are contrasted away from the standard. These predictions are tested by, inducing participants to test for similarity versus dissimilarity to the s tandard via a procedural priming manipulation. Consistent with the SA model , assimilation occurs if participants are procedurally primed to focus on s imilarities to the standard, whereas contrast results if they, are primed t o focus on dissimilarities. These findings suggest that similarity versus d issimilarity testing is a crucial determinant of assimilation versus contra st. It is proposed that distinguishing between these two alternative hypoth eses may, provide an integrative framework for an understanding of the self -evaluative consequences of social comparisons. Copyright (C) 2001 John Wil ey, & Sons, Ltd.