The Effects of Social Comparison in Social Media on High Intensity Sensory Consumption

Abstract

Extant research on social media points to vulnerability of the users, as they are frequently exposed to social comparison during the usage. In line with the findings that high-intensity sensory consumption has restorative effect to people’s shaken-self, the present research aims to identify the role of high-intensity sensory cue with respect to consequences of upward social comparison in context of social media. One hundred and twenty females were randomly assigned to freely browse Instagram account of a highly physically attractive woman (upward social comparison condition) or a wildlife photographer (control condition). Then an advertisement, in a format of Instagram ad posting, containing either high or low intensity factor of sensory cue, was evaluated by the participants to examine the sensory effect. Results showed that women who experienced upward social comparison exhibited a preference for an advertising content with high-intensity sensory cue (brighter background color). Both theoretical and practical implications of the results, as well as directions for future research, are discussed.