中文摘要：

文章在两个实验的基础上对社会比较方向对消费者创造性的影响作用进行了实证研究。具体而言,在现有社会比较文献的基础上,探索了消费者面对不同社会比较对象时的心理过程。并且,通过引入解释水平理论中的“心理距离”概念,进一步分析了不同方向的社会比较活动对于消费者创造性认知绩效产生影响的内在机制。此外,还进一步探索了人们内隐的“优于常人”自我评价效应对社会比较过程的影响,也揭示了当打破“优于常人”自我评价效应时,人们在社会比较过程中出现逆转效应。

英文摘要：

This paper makes an empirical study on the impact of social comparison direction on consumer creativity by conducting two experiments. Specifically, it explores consumers＇ psychological process when facing different social comparison objects on the basis of the extant literatures on social comparison. Moreover, by introducing the concept of ＇ psychological distance＇ from Construal Level Theory, this study further analyzes the mechanism that underlies the impact of the social comparison in a given direction （up or down） on consumers＇ creative cognition. In addition, it examines the impact of the implicit ＇better-than-average＇ bias of self-evaluation on the process of social comparison, and reveals the reverse impact in the social comparison process when the ＇better-than-average＇ impact is broken.