To Achieve and to Conform: Motivational Values Predict Social Comparison Orientation

As personal motivational values have been shown to associate with personality traits, we explore whether they also predict social comparison orientation (SCO), the proclivity to compare with other people in order to inform self-evaluation judgements. Participants completed the Portrait Values Questionnaire (Schwartz et al., 2001) to measure personal values and INCOM (Gibbons & Buunk, 1999) to assess SCO. Bayesian analyses revealed that the personal values of achievement and conformity strongly predicted SCO. The association between SCO and three other personal values—power, universalism, and benevolence—were mediated by achievement. The findings suggest that the tendency to compare to others is determined by very two different motivational values, gaining personal success through demonstrating competence according to social standards and exercising behaviours and attitudes that adhere to social norms.