Outcome Evaluation in Social Comparison: When You Deviate from Others

Individuals often measure their performance through social comparison. With the increase in the deviation degree between the self and others, the outcome evaluation of individuals’ abilities in the social comparison context is still unknown. In the current study, we used a two self-outcomes × three others’ outcomes within-participant design to investigate the effect of the deviation degree of the self versus others in the social comparison context. Event-related potentials (ERPs) were measured while participants performed a three-person dot estimation task with two other people. When participants received positive results, the amplitudes of feedback-related negativity (FRN) and P300 showed a significant gradient change in the degree of deviation between the self and others (even win vs. better win vs. best win conditions). However, we did not find a similar progressive effect when participants received negative results (even loss vs. worse loss vs. worst loss conditions). These findings suggest that the deviation degree affects the primary and later processing stages of social comparison outcomes only when individuals received positive outcomes, which may reflect how people develop an empathic response to others. In contrast, people tended to avoid deeper social comparison that threatened their self-esteem when they received negative outcomes.