Standing Out From the Crowd: How Comparison to Prototypes Can Decrease Health-Risk Behavior in Young Adults

Abstract

This research tested whether social comparison can encourage adolescents to make less risky health decisions. Two studies demonstrated that when young adults compare themselves with drinkers, they become less willing to drink if they perceive dissimilarity between themselves and those drinkers. When participants in Study 1 compared with someone who drinks regularly, their perceived similarity to prototypical drinkers was positively related to their willingness to drink. In Study 2, participants identified or contrasted themselves with prototypical drinkers; those encouraged to contrast who also felt less similar to the prototype reported less willingness to drink. These studies support the prototype/willingness model's assumption that prototypes affect willingness to drink through social comparison.