For me or for others? The better-than-average effect and negative feelings toward average others during the COVID-19 pandemic

During the first outbreak of the coronavirus disease 2019 (COVID-19), many people expressed hatred toward others whom they believed were responsible for the situation. Such increase in negative affect could be resultant of the better-than-average effect (BTAE), which refers to the phenomenon of believing that one is superior to average others. This study investigated the relationship between the BTAE and emotional valence toward others and tested whether the relationship was moderated by allocentric goals (i.e., concerned with the interests of others rather than themselves) and culture. Participants from the U.S. (N = 210) and South Korea (N = 214) were asked about their perceptions on whether they were better than others at preventing the COVID-19 infection, how they felt about others regarding COVID-19, and for whom they were preventing COVID-19. The results indicated that people showing more BTAE in relation to preventing the COVID-19 infection reported more negative emotional valence toward others, but the relationship was moderated by allocentric goals. In particular, the U.S. participants with higher allocentric goals reported less negatively valenced emotions, while the same was not found in Korean participants. The findings suggest the power of allocentric goals in diminishing the BTAE in some cultures, which may possibly explain the negative emotions some people experience when following social distancing rules.