Personalized and adaptive physical activity-based social comparison opportunities for women with health risks: Insights from a real-time test of the identification/contrast model

Women in midlife (ages 40-60) experience unique risk for cardiovascular disease, in part due to insufficient physical activity (PA). Although social comparison can motivate PA, how best to harness this process is unclear. The Identification/Contrast Model proposes a useful framework but has not been tested in real time. We tested this model among 88 women (mean age = 51.6 years, mean BMI = 31.9 kg/m²) who viewed comparison targets via personalized and adaptive peer profiles, once per day for 7 days. They also wore PA monitors, responded to profiles in real time, and completed subsequent qualitative interviews. Results from multilevel models support the Identification/Contrast Model for upward comparison, though responses to downward comparison were complex; narrative feedback highlighted the benefits of affiliative responses. Findings demonstrate within-person variability in comparison response that is often overlooked and support the utility of the Identification/Contrast Model for improving the use of comparison processes to promote PA.