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The role of social comparison and self-enhancement on consumer-to-consumer helping behavior in online communities

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  • Martins, Renata Monteiro
  • Barros, Lucia S.G.
  • Zambaldi, Felipe
  • Ponchio, Mateus Canniatti
  • Lourenço, Carlos Eduardo

Abstract

Research on consumer-to-consumer (C2C) helping highlights some correlates of helping among consumers. However, few studies have examined how consumers’ self-views and perceptions of help recipients, particularly in virtual communities, are related to the likelihood of helping others. Across four studies, evidence indicates that feeling better off (downward comparison) is associated with a higher likelihood of helping, in part through elevated self-enhancement. Moreover, when consumers feel better off, they tend to help recipients with similar (vs. lower) performance, which is consistent with opportunities to affirm self-image; conversely, when they feel worse off (upward comparison), helping toward better performers is less likely, which is consistent with perceived self-image threat. Finally, when assistance is visible to others, the observed patterns appear more pronounced. Overall, the results support an explanation grounded in individuals' abilities in which self-enhancement is a key correlate of C2C helping and suggest platform design choices that may responsibly foster peer assistance.

Suggested Citation

  • Martins, Renata Monteiro & Barros, Lucia S.G. & Zambaldi, Felipe & Ponchio, Mateus Canniatti & Lourenço, Carlos Eduardo, 2026. "The role of social comparison and self-enhancement on consumer-to-consumer helping behavior in online communities," Journal of Business Research, Elsevier, vol. 205(C).
    • Handle: RePEc:eee:jbrese:v:205:y:2026:i:c:s0148296325007350
    DOI: 10.1016/j.jbusres.2025.115912
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