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Social comparison plays a fundamental role in the evaluation of personal success and self-worth. Rather than assessing our achievements in isolation, we interpret their significance relative to personal goals and critically in comparison to the performance of others. A grade of B in a mathematics exam might elicit pride if one's expectation was a C, yet result in disappointment if an A was anticipated or if peers achieved superior results. These comparative evaluations illustrate how both...
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According to Charles Cooley, we base our image on what we think other people see (Cooley 1902). We imagine how we must appear to others, then react to this speculation. We don certain clothes, prepare our hair in a particular manner, wear makeup, use cologne, and the like—all with the notion that our presentation of ourselves is going to affect how others perceive us. We expect a certain reaction, and, if lucky, we get the one we desire and feel good about it. But more than that, Cooley...
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The Self-Evaluation Maintenance (SEM) model offers a psychological framework to understand how individuals’ self-esteem is influenced by the achievements of others, particularly those with whom they share close personal bonds. The SEM model operates when personal rather than social identity guides individuals. Central to this model is the notion that individuals have an inherent desire to preserve a favorable self-image, which is continuously shaped by interpersonal comparisons and...
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The similarity-dissimilarity effect, a fundamental concept in social psychology, explains how interpersonal similarities and differences influence attraction and social interactions. This effect is supported by three key psychological perspectives: balance theory, social comparison theory, and consensual validation.Balance Theory and Cognitive ConsistencyBalance theory, developed by Fritz Heider, posits that individuals seek cognitive consistency in their relationships. When two people share...
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Social proof is a form of persuasion based on comparison and conformity. People compare their behavior and actions to what others are doing and will change to conform to do what their peers do.
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Enhancing student satisfaction via social comparisons.

Yumei Mu1, Julian Givi2, Stephen He3

  • 1Davis College of Business and Economics, Radford University, Radford, Virginia, United States of America.

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Summary

Universities can boost student satisfaction with tuition costs by communicating that their own fees remain constant while peer institutions increase theirs. This cost-free strategy enhances perceived value and overall student experience.

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Area of Science:

  • Higher Education Administration
  • Consumer Psychology
  • Behavioral Economics

Background:

  • Student satisfaction with tuition and fees is crucial for engagement and enrollment.
  • Understanding factors influencing student perceptions of value is essential for universities.
  • Social comparison theory offers insights into how individuals evaluate their circumstances relative to others.

Purpose of the Study:

  • To investigate the impact of social comparisons in university communications on student satisfaction with cost of attendance.
  • To examine how relative value perception mediates the relationship between tuition communication and student satisfaction.
  • To identify cost-free strategies for universities to enhance student satisfaction.

Main Methods:

  • Experimental design with two conditions: tuition increase in a counterpart university versus constant tuition.
  • Measurement of student satisfaction with tuition and fees, and overall university experience.
  • Analysis of relative value as a mediating variable.

Main Results:

  • Students reported higher satisfaction with their tuition and fees when their university's costs remained constant while a counterpart university's increased.
  • This enhanced satisfaction with tuition fees led to greater overall satisfaction with the university experience.
  • The effect was mediated by students' perception of higher relative value for their cost of attendance.

Conclusions:

  • Communicating that a university maintains stable tuition while others raise prices is a cost-free method to improve student satisfaction.
  • Perceived relative value significantly influences student satisfaction with educational costs.
  • Universities can leverage social comparison principles in communications to positively impact student perceptions without incurring additional expenses.