Despite considerable research and theorizing regarding the process of social comparison, limited attention has been given to the role of discrete emotions in this context, particularly as they may influence the behavioral responses resulting from comparison to similar others. In the context of cosmetic surgery makeover programs, we explore how discrete emotions may mediate the effects of social comparison on behavior and how different emotions, envy and hope in particular, may differentially relate to behavioral motivation. Based on the survey responses of 236 female students, results suggest that social comparison to media figures correlates with a range of emotional responses as well as with behavioral motivation for invasive cosmetic enhancements. Envy maintained a significantly greater association with behavioral motivation than hope or any other emotional response. Further, mediational analyses were consistent with the argument that envy, but not hope, mediates the social comparison–behavioral motivation relationship. The relationship between character identification and social comparison, as well as processes associated with downward social comparison, are also explored. This research helps illuminate the driving mechanism for social comparison's effects on behavior and has implications for better understanding how media exposure may stimulate this process.
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