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.

Representative 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.
• I try to pay attention to the reactions of others to my behavior in order to avoid being out of place.
• The slightest look of disapproval in the eyes of a person with whom I am interacting is enough to make me change my approach.
• I usually keep up with clothing style changes by watching what others wear.

Citation

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