Consumers frequently compare themselves with others and find themselves to be inferior or superior to the comparison targets. This article examines the effect of social comparisons on the relative focus of self-efficacy and relationship needs and the subsequent impact on consumers’ preference for competence- versus warmth-oriented products. Across six studies, we show that upward comparisons (i.e., comparisons with superior targets) result in feelings of self-threat, which heighten the need for self-efficacy and increase the preference for products that convey competence. In contrast, downward comparisons (i.e., comparisons with inferior targets) elicit feelings of social distress, which heighten the need for social relationships and increase the preference for products that convey warmth. These effects are mitigated when the comparison is made in a social skill-related domain and when the comparison target is an out-group member.

消费者经常将自己与他人进行比较，发现自己不如或优于比较对象。本文研究了社会比较对自我效能和关系需求的相对关注的影响，以及随后对消费者对能力导向产品与温暖导向产品的偏好的影响。在六项研究中，我们表明向上比较（即与上级目标比较）会导致自我威胁感，这会提高对自我效能的需求，并增加对传达能力的产品的偏好。相比之下，向下比较（即与劣等目标的比较）会引发社会痛苦感，这会增加对社会关系的需求，并增加对传达温暖产品的偏好。