Envy Mediates the Link Between Social Comparison and Appearance Enhancement in Women

Envy has recently been considered from an evolutionary perspective as an emotion which might motivate compensatory action following unfavorable social comparisons. In two studies, the role of envy in women’s motivation to enhance their physical appearance was examined. Study 1 explored the mediating role of dispositional envy on the relationship between social comparison and women’s resource spending on appearance-enhancing products, desired weight loss, and tanning intention in a cross-sectional sample of undergraduate women (N = 188). Controlling for age and self-perceived mate-value, results revealed that social comparison significantly predicted all three dependent variables, with mediation effects of envy on desired weight loss, consumer spending, and tanning intentions. Study 2 replicated and extended these findings via an experimental social comparison priming procedure. Women (N = 90) who made social comparisons toward attractive women in magazine advertisements (N = 45) reported greater state envy relative to women viewing advertisements featuring a product only (N = 45). Moreover, induced state envy subsequently predicted greater willingness to use facial cosmetics and to take a risky diet pill, and increased positive attitudes toward cosmetic surgery. These results support the role of envy, activated by unfavorable social comparisons, in motivating compensatory competitive appearance enhancement behaviors.