Can social comparison motivate satisficers? The role of input versus output in upward social comparison

• Main Author: Chan, Elaine
• Other Authors: Nanyang Business School
• Format: Article
• Language: English
• Published: 2022
• Subjects: Business::Marketing; Motivation; Goal
• Online Access: https://hdl.handle.net/10356/155638
• Institution: Nanyang Technological University

Companies often encourage consumers to compare their performance with others hoping that a comparison with a superior other will motivate consumers in their goal pursuit. However, upward social comparison is often more motivating for maximizers than satisficers. In this research, we take a closer lo...