Proceedings of the International Workshop on Navigating the Digital Business Frontier for Sustainable Financial Innovation (ICDEBA 2024)

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Exploring the Impact of Social Comparison on Consumer Decision-Making

Authors
Baihui Ling1, *
1Harrow Appi International School, Iwate, 028-7306, Japan
*Corresponding author. Email: dylan.ling27@harrowappi.jp
Corresponding Author
Baihui Ling
Available Online 24 February 2025.
DOI
10.2991/978-94-6463-652-9_52How to use a DOI?
Keywords
Social Comparison; Customers’ behaviors; Comparison
Abstract

This study explores the impact of social comparison on consumer decision-making, highlighting its influence on brand choice, product preferences, and spending behavior. The research shows that consumers often compare themselves to others, particularly aspirational figures, and this drives their desire for luxury or status-oriented goods. Social comparison not only shapes individual preferences but also influences broader market trends, such as the rapid adoption of fashion, technology, and luxury products. The study underscores that brands can capitalize on this by aligning their products with social symbols or influencers, creating exclusive offerings, and using targeted advertising to drive demand. However, the research acknowledges limitations, including reliance on self-reported data and potential cultural biases. Future studies should expand across diverse cultural contexts and explore the role of emerging technologies in facilitating or mitigating social comparison. Additionally, understanding its psychological effects, such as overspending or stress, could help businesses promote healthier consumer behaviors. By integrating these insights into marketing strategies, companies can better meet consumer needs and drive market demand in a socially competitive landscape.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Workshop on Navigating the Digital Business Frontier for Sustainable Financial Innovation (ICDEBA 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
24 February 2025
ISBN
978-94-6463-652-9
ISSN
2352-5428
DOI
10.2991/978-94-6463-652-9_52How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Baihui Ling
PY  - 2025
DA  - 2025/02/24
TI  - Exploring the Impact of Social Comparison on Consumer Decision-Making
BT  - Proceedings of the International Workshop on Navigating the Digital Business Frontier for Sustainable Financial Innovation (ICDEBA 2024)
PB  - Atlantis Press
SP  - 494
EP  - 505
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-652-9_52
DO  - 10.2991/978-94-6463-652-9_52
ID  - Ling2025
ER  -