Social Comparison, Problems of Digital Consumption and Its Implications

Alfonso Pellegrino ()
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Alfonso Pellegrino: Chulalongkorn University

Chapter Chapter 8 in Decoding Digital Consumer Behavior, 2024, pp 113-131 from Springer

Abstract: Abstract This chapter delves into the complexities of social comparison within digital environments, particularly focusing on the negative psychological impacts that can emerge from pervasive engagement with social media platforms. It begins by exploring the nature of social comparison as both a predisposed individual trait and a contextually driven behavior, emphasizing its prevalence in upward comparisons on social media. The chapter highlights the dual outcomes of social comparison: while it can inspire positive changes, it more frequently engenders feelings of inadequacy when aspirational benchmarks seem unattainable. Particular attention is given to the mechanisms facilitating social comparison online, such as the increased opportunities for comparison driven by extensive social media usage and larger friendship networks, and the role of feedback in influencing user perception and emotional wellbeing. The discussion extends to the influence of network dynamics, such as the “friendship paradox” and algorithmic biases, which exacerbate feelings of social inferiority among users by overemphasizing the most liked and engaged content. Furthermore, the chapter investigates how the pervasive culture of positivity on social media, alongside selective self-presentation practices, contributes to distorted self-perceptions and dissatisfaction among users. It also considers the implications of network homophily and the visibility of acquaintances’ idealized lives, which can deepen feelings of inadequacy and isolation. Lastly, the text explores broader implications of digital social comparison, including its impact on consumer behavior and the exacerbation of mental health issues. Through a comprehensive analysis of existing research, the chapter underscores the need for design improvements in digital platforms to mitigate the adverse effects of social comparison, advocating for a more conscientious approach to social media engagement and content consumption.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-97-3454-2_8

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DOI: 10.1007/978-981-97-3454-2_8

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