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Social Comparison and the Pill: Reactions to Upward and Downward Comparison of Contraceptive Behavior

It has been assumed that engaging in downward social comparison can improve subjective well-being both by ameliorating negative mood and by improving self-concept. Although a number of studies have demonstrated the effect of downward comparison on mood, there has been little empirical evidence of its effect on self-concept. The results of the current study indicate that downward comparison can increase self-esteem and does so especially for persons with relative low self-esteem. The results also suggest that upward comparison opportunities have different effects on the attitudes of high- and low-self-esteem persons.