Attitudes towards others’ superior health behavior and their influence on one’s own health behavior

Abstract

People make social comparisons to establish an accurate self-image, as well as to maintain a positive self-image. Comparisons with superior others results in threat, especially when the difference with the target seems unattainable. Negative devaluation of a superior other diminishes threat and restores our self-image. This has been found for moral superior others, but it is not known whether it applies to healthier others. The current research therefore tried to show the existence of negative attitudes towards others portraying weight loss behaviors and the mediating effect on health behavior, while also looking at a moderation of assumed competence measured through perceived scientific support of the weight loss methods on the attitudes towards superior others. To examine this model, 120 participants were randomly shown either a scenario of a target using the keto-diet or a scenario of a target using the method of counting calories and exercising to lose weight. The participants had to judge the target on their competence and warmth, which determined the attitude towards the target and the scientific soundness and effectiveness of the dieting method were also judged. Lastly, participants indicated their preferred choice between a healthy and unhealthy prize. The results did not confirm any of the hypotheses, but did show significant results in the opposite of the expected directions. Limitations of the research are discussed, as well as recommendations for future research.