Exploring the Impact of Social Comparison on Consumer Decision-Making

Baihui Ling ()
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Baihui Ling: Harrow Appi International School

A chapter in Proceedings of the International Workshop on Navigating the Digital Business Frontier for Sustainable Financial Innovation (ICDEBA 2024), 2025, pp 494-505 from Springer

Abstract: Abstract This study explores the impact of social comparison on consumer decision-making, highlighting its influence on brand choice, product preferences, and spending behavior. The research shows that consumers often compare themselves to others, particularly aspirational figures, and this drives their desire for luxury or status-oriented goods. Social comparison not only shapes individual preferences but also influences broader market trends, such as the rapid adoption of fashion, technology, and luxury products. The study underscores that brands can capitalize on this by aligning their products with social symbols or influencers, creating exclusive offerings, and using targeted advertising to drive demand. However, the research acknowledges limitations, including reliance on self-reported data and potential cultural biases. Future studies should expand across diverse cultural contexts and explore the role of emerging technologies in facilitating or mitigating social comparison. Additionally, understanding its psychological effects, such as overspending or stress, could help businesses promote healthier consumer behaviors. By integrating these insights into marketing strategies, companies can better meet consumer needs and drive market demand in a socially competitive landscape.

Keywords: Social Comparison; Customers’ behaviors; Comparison (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-652-9_52

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