How Lori's Self-Evaluation Reflects Social Comparison

Lori's Self-Evaluation and Social Comparison

When Lori prefers to purchase cosmetics at self-service drug stores rather than at cosmetic counters in department stores, it reflects her self-evaluation based on social comparison.

Social comparison is a psychological process where individuals compare themselves to others in order to evaluate their own opinions, abilities, and behaviors. In Lori's case, she feels intimidated by the saleswomen at cosmetic counters in department stores because she perceives them as prettier than her. This comparison leads her to feel inadequate and uncomfortable, influencing her purchasing decisions.

Understanding Social Comparison Theory

Social comparison theory was first proposed by psychologist Leon Festinger in 1954. The theory suggests that individuals determine their own social and personal worth based on how they stack up against others. This comparison helps people understand more about themselves and their social environment.

In Lori's situation, her comparison of herself to the saleswomen at cosmetic counters highlights her insecurities and self-perceived shortcomings. This comparison motivates her to seek out a less intimidating shopping environment where she feels more confident and at ease.

Impact of Social Comparison on Behavior

Our social comparisons can influence various aspects of our behavior, such as decision-making, self-esteem, and interactions with others. For Lori, her preference for self-service drug stores over department store cosmetic counters showcases how social comparison can shape consumer choices.

By recognizing how Lori's self-evaluation aligns with social comparison theory, we gain insight into the complexities of human behavior and the role of social interactions in shaping individual perceptions and decisions.