Attention to Social Comparison Information Scale

What it measures

The ATSCI was derived from Snyder's (1974) self-monitoring scale but narrowed to capture specifically the concern for and attention to social comparison information. Validated across three student samples (n=128, 224, 201). In consumer behaviour research (Bearden & Rose 1990), alpha consistently 0.83–0.89 across four samples. Correlates with public self-consciousness (r=0.40–0.60), fear of negative evaluation (r=0.50–0.64), cross-situational variability (r=0.42), and ability to modify self-presentation (r=0.40). Widely used as a moderator of normative social influence effects on brand choice, conformity, and reference group susceptibility.

Response format

6-point scale (0=always false to 5=always true); items summed

Scale items

• It is my feeling that if everyone else in a group is behaving in a certain manner, this must be the proper way to behave.
• I actively avoid wearing clothes that are not in style.
• At parties I usually try to behave in a manner that makes me fit in.
• When I am uncertain how to act in a social situation, I look to the behavior of others for clues.
• I try to pay attention to the reactions of others to my behavior in order to avoid being out of place.
• I find that I tend to pick up slang expressions from others and use them as a part of my own vocabulary.
• I tend to pay attention to what others are wearing.
• The slightest look of disapproval in the eyes of a person with whom I am interacting is enough to make me change my approach.
• It's important to me to fit into the group I'm with.
• My behavior often depends on how I feel others wish me to behave.
• If I am the least bit uncertain as to how to act in a social situation, I look to the behavior of others for cues.
• I usually keep up with clothing style changes by watching what others wear.
• When in a social situation, I tend not to follow the crowd, but instead to behave in a manner that suits my particular mood at the time. (R)

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Items are scored 0–5 (always false to always true) and summed. Item 13 requires reverse scoring. This scoring format differs from most Likert scales — take care when programming surveys. Higher scores = greater attention to social comparison information. The ATSCI is distinct from but related to Snyder's (1974) self-monitoring scale (id:480); ATSCI focuses specifically on social comparison sensitivity, while self-monitoring also captures impression management ability.

Recommended companion scales

Citation

Lennox, R.D., & Wolfe, R.N. (1984). Revision of the self-monitoring scale. Journal of Personality and Social Psychology, 46(6), 1349–1364.

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