Social comparison, individualism-collectivism, and self-esteem in China and the United States

Possible differences in social comparison choices between individualistic and collectivistic cultures and individuals were explored among a sample of 235 student participants from the United States and China, focusing on self-esteem as a possible mediating variable. A self-report social comparison measure was developed and factor analyzed. Correlations revealed that higher collectivism scores were associated with an increased desire to compare in general, an increased desire to make upward comparisons, and a decreased desire to make downward comparisons. It is speculated that upward self-improvement comparisons for the sake of the group may be more common for those high in collectivism.