The virtues and vices of social comparisons: examining assimilative and contrastive emotional reactions to characters in a narrative

Autor: K. Maja Krakowiak, Mina Tsay-Vogel
Rok vydání: 2019
Předmět:
Zdroj: Motivation and Emotion. 43:636-647
ISSN: 1573-6644
0146-7239
Popis: Based on social comparison theory, this study investigates how awareness of one’s morality and exposure to a character in a narrative affect emotions associated with four types of social comparisons—upward assimilative, downward contrastive, upward contrastive, and downward assimilative. A 2 (Morality Salience: virtue, vice) X 2 (Character: moral, immoral) experiment (N = 106) revealed that those whose vices were made salient elicited stronger: (1) contempt (a downward contrastive emotion) toward an immoral character than a moral character, and (2) envy (an upward contrastive emotion) toward a moral character than an immoral character. Whereas envy decreased positive affect, contempt increased it. Implications for assimilative and contrastive social comparisons with media characters that lead to distinct affective outcomes are discussed.
Databáze: OpenAIRE
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