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Numerical or verbal Information: The effect of comparative information in social comparison on prosocial behavior

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  • Ye, Jun
  • Zhou, Kun
  • Chen, Rui

Abstract

In this research, we examine the influence of different formats of comparative information (numerical information vs. verbal information) across different social comparison situations (downward comparison vs. upward comparison) on individuals’ prosocial behavior. We also investigate the mediating mechanism of perceived discrepancy and the boundary conditions of numeracy and self-concept clarity. Using a field study and four laboratory studies, we demonstrate that numerical comparative information generates greater perceived discrepancy than verbal information, which leads to positive effects on prosocial behavior in downward social comparisons and negative effects on prosocial behavior in upward social comparisons. However, these effects occur only when individuals have high numeracy and low self-concept clarity. The effects are reversed for individuals who are low in numeracy. Theoretical contributions and practical implications are discussed.

Suggested Citation

  • Ye, Jun & Zhou, Kun & Chen, Rui, 2021. "Numerical or verbal Information: The effect of comparative information in social comparison on prosocial behavior," Journal of Business Research, Elsevier, vol. 124(C), pages 198-211.
    • Handle: RePEc:eee:jbrese:v:124:y:2021:i:c:p:198-211
    DOI: 10.1016/j.jbusres.2020.11.053
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    1. Park, Joowon & Banker, Sachin & Masters, Tamara & Yu-Buck, Grace, 2023. "Person vs. purchase comparison: how material and experiential purchases evoke consumption-related envy in others," Journal of Business Research, Elsevier, vol. 165(C).

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