Question

What is social comparison theory, and how does it apply to advertising?

Answer 1

Social comparison theory as the name explain is a theory based where people evaluation themselves on the comparison with other people. There are two kinds of social comparison upward comparison and downward comparison. in upward comparison people compare themselves with people who are better than them which can lead to inspiration and motivation and at time belittling and self demeaning. Whereas downward comparison is comparing yourself with people who are less successful or proficient than you. This is can either have positive and negative effect.

The trending advertising through magazines, social media and websites have exaggerated the concept of social comparison. Beautiful women on TV, bloggers show offing their expensive every minute outfits and electronic gadgets with fully furnished mansions in advertisement is actually consumers feel less and lack of something always. Seeing such advertisement consumer start comparing themselves to the people in these idealized pictures. Consumer feel dissatisfied and purchase in order to enhance their social standing . Sometimes these ads are also taken in a positive manner where the self tries to improve and enhance themselves rather than comparing and feeling low.