Beware to compare: Effects of different comparison standards on body-related self-assessment among young women

Studies show that frequent exposure to individuals meeting normative beauty ideals in (social) media can damage one’s body image and self-esteem. Furthermore, eating and body dysmorphic disorders are promoted, especially among young women. According to Festinger’s Theory of Social Comparison (1954), the level of attractiveness of the comparison standard is a key factor in the process, while Mussweiler’s Selective Accessibility Model (2003) suggests focus of comparison as an important moderator. In a 2×2 experiment, n = 160 women aged 18 to 30 were asked to first complete an image task to manipulate comparison focus (similarities vs. differences). Subsequently, as a manipulation of comparison standard, images of normatively highly vs. moderately attractive women were to be evaluated. Body-related self-assessment was measured using two scales. High comparison standards had a significant negative effect, while comparison focus did not affect these data. Results, implications and practical recommendations for action are discussed from an interdisciplinary point of view.

Keywords: social comparison, body acceptance, attractivity, self-esteem, body dysmorphic disorder