Effects of intra-group comparison on preference for brands popular with one's in-group

Abstract

Preference for brands of products relevant to mate attraction, depend not only on their identity-relevance, but also on the preferences of other group members. No previous study has tested the influence of these two factors on the preferences for brands in small, close-knit, valued social groups. The results of the present study showed that the act of comparing one's own sexual desirability to that of fellow group members enhances preferences for mating-relevant brands that are relatively popular within one's group, for products that send strong signals of one's identity. For products that send weak signals of one's identity, preference for popular mating-relevant brands was pronounced among individuals who considered themselves relatively inferior to other members in their group, but results were opposite for individuals who consider themselves superior to other members of their group. This study offers new insights into the effects of mating-relevant comparisons on competitive purchases aimed at enhancing one's attractiveness.