“I See Super-Rich (Versus Poor) People, Therefore I Spend”: Effects of Social Comparison and Donation Mode on Egoistic Spending versus Altruistic Giving

Digital platforms present consumers with contrasting visual narratives, from images of opulence to depictions of poverty. This study delves into the strategic implications of such dichotomous exposures, anchored in Social Comparison Theory. Three experiments (∑ N = 1665) investigated how portrayals of affluence and deprivation influence audience behaviors, specifically egoistic luxury spending versus altruistic charitable giving. Experiment 1a employed a 2 (exposure to photos of poverty versus affluence) x 2 (luxury spending versus charitable giving scenario as the within-subjects factor) mixed factorial design. Experiment 1b employed a 2 (poverty versus affluence) x 2 (luxury spending versus charitable giving) between-subjects factorial design. Experiment 2 employed a 3 (poverty versus affluence versus neutral photos) x 2 (anonymized versus publicized donation) between-subjects factorial design to further examine the interaction effects of social comparison direction and donation mode. Empirical findings highlight that downward social comparison (exposure to poverty) can amplify charitable inclinations, while upward comparison (exposure to affluence) can enhance conspicuous consumption. Individual difference factors such as materialism, need for status, social comparison orientation, and greed play pivotal roles in moderating these effects. This research contributes to the understanding of digital portrayal influences on consumers' spending behavior, offering both theoretical insights and practical implications for strategic communication.