Navigating threat: the effect of social comparison on variety-seeking.

Although previous research has explored how social comparison influences types of consumer behaviors, little attention has been paid to the impact on variety-seeking. This study investigates how variety-seeking behavior serves as a compensatory tool for consumers to cope with the threats posed by upward comparison. Through four experimental studies, we find that upward comparison (vs. downward comparison) motivates consumers to restore their sense of control by engaging in more variety-seeking (Studies 1, 2, and 3). However, this effect is contingent on the type of relationship orientation. In competitive relationships, receiving information about someone else's excellence diminishes self-development, reduces the sense of control, and leads to an increase in variety-seeking. Conversely, in cooperative relationships, information about someone else's excellence helps achieve a desired goal, thereby weakening the impact of upward comparison on the sense of control (Study 4). The findings significantly contribute to the understanding of consumer behavior in the context of social comparison and have important implications for marketing strategy.