Data

The hypotheses were tested in four studies.Study 1 used a one-way and two-level (social comparison: upward vs. downward) between-subject design, demonstrating that, compared to downward comparisons, upward comparisons lead consumers to engage in more variety-seeking.Study 2 adopted a one-way and three-level (social comparison: upward vs. downward vs. control) between-subject design, delving deeper into the driving forces behind changes in variety-seeking, identifying both the weakening effect of downward comparison and the strengthening effect of upward comparison.Study 3 used a one-way and two-level (social comparison: upward vs. downward) between-subjects design, confirming the mediating role of the sense of control, extending the findings of Study 1 and Study 2 to real consumer choice and various comparison contextsStudy 4 used a 2 (social comparison: upward vs. downward) × 2 (relationship orientation: competition vs. cooperation) between-subjects design, examining the moderating role of relationship orientation and found that upward comparisons result in increased variety-seeking only when the comparison target is in competition with the self.本研究通过四项实验对所提出的研究假设进行了验证。实验1采用单向两水平社会比较（social comparison：上行比较vs.下行比较）被试间设计（between-subject design），结果显示，相较于下行社会比较，上行社会比较可促使消费者表现出更强烈的多样性寻求行为（variety-seeking）。实验2采用单向三水平社会比较（social comparison：上行比较vs.下行比较vs.控制组）被试间设计（between-subject design），深入剖析了多样性寻求行为变化背后的驱动机制，证实了下行比较的弱化效应与上行比较的强化效应。实验3采用单向两水平社会比较（social comparison：上行比较vs.下行比较）被试间设计（between-subject design），验证了控制感（sense of control）的中介作用（mediating role），并将实验1与实验2的研究结论拓展至真实消费者选择场景与多元比较情境中。实验4采用2（社会比较：上行比较vs.下行比较）×2（关系导向（relationship orientation）：竞争型vs.合作型）被试间设计（between-subject design），考察了关系导向的调节作用（moderating role），结果发现仅当比较对象与自身处于竞争关系时，上行社会比较才会提升消费者的多样性寻求行为。