Social comparison and possessions: Japan vs Canada

Abstract

Compares the social comparison experience on young Japanese adults with a similar one on young Canadians. Reveals that satisfaction of the Japanese with their possessions did not change with the social comparison experience in the same way as it did with Canadians. Suggests the Japanese reaction was on a more general level of effect with possessions, rather than simply satisfaction as was the case in Canada. Observes an interaction between direction of social comparison and respondents’ gender that was considerably different in nature from that of Canadians. Suggests that Canadians had a stronger desire for more and better possessions, willingness to strive for more possessions, together with a high degree of how possessions contribute to self‐image.

Citation

Ogden, H.J. and Venkat, R. (2001), "Social comparison and possessions: Japan vs Canada", Asia Pacific Journal of Marketing and Logistics, Vol. 13 No. 2, pp. 72-84. https://doi.org/10.1108/13555850110764775