Self-activation increases social comparison

In a series of studies it was demonstrated that activating the self is sufficient to increase social comparison tendencies. Treating the relevant constructs as individual differences that can be measured as well as contextual variables that can be manipulated, the authors show that individual differences in self-activation are correlated with interest in social comparison information and that manipulations of self-activation cause changes in interest in social comparison. Self-certainty often has been portrayed as the primary determinant of social comparison interest. The present results suggest that self-activation affects interest in social comparison even when self-certainty is controlled.