Self-construal modulates context-based social comparison preferences in outcome evaluations.

Self-construal (SC) describes how people perceive the relationship between themselves and others and is usually divided into interdependent and independent types. Several studies have been conducted on how people with independent and interdependent SC process their own and others' outcomes. However, few studies have investigated the influence of SC on outcome evaluation in a social comparison context. To explore this, we randomly assigned participants to interdependent and independent SC priming groups and analyzed the affects and electrophysiological responses generated when they played gambling games with two pseudo-players. The results showed that self-gambling state, SC, and social comparison interacted to influence feedback-related negativity (FRN). In the self-win condition, performances that differed from others elicited more negative FRN than evenness for both the interdependent and independent groups. In the self-loss condition, this effect was only found in the independent group. These results suggest that the outcome evaluation patterns in social contexts are not fixed but vary according to self-gambling state and SC.