The comparison trap
Leon Festinger’s Social Comparison Theory (1954)
established that humans have an innate drive to evaluate themselves
by comparing to others—and that these comparisons are most
frequent and most intense among similar people.
Festinger called this the similarity hypothesis:
we don’t compare ourselves to billionaires or to strangers. We
compare to our friends, our colleagues, our peers. The people
sitting across from us at dinner.
Why dinner amplifies comparison: Restaurant
spending is one of the most visible forms of consumption.
Unlike rent, savings, or investments—which are private—what
you order is public. Everyone at the table sees whether you
chose the $16 pasta or the $48 ribeye.
Research by Wilkinson and Pickett in The Spirit Level
(2009) demonstrated that income inequality damages social
relationships even between people who like each other. Their
finding: in more unequal settings, trust decreases, social
anxiety increases, and people withdraw from community participation.
A friend group with a wide income spread is, in miniature,
an unequal society. The same dynamics apply. The same withdrawal
happens. The lower earner starts declining invitations. The
higher earner stops suggesting expensive restaurants. The group
slowly contracts around the discomfort nobody names.
62%of Americans say they’ve avoided social events
because they couldn’t afford to participate at the group’s
spending level.
Sources: A Theory of Social Comparison Processes, Leon Festinger, Human Relations, 1954; The Spirit Level,
Wilkinson & Pickett, 2009