Effects of social comparison on variety-seeking behavior: the roles of lack of perceived control and self-reflection

The research highlights the relationship between social comparison and variety-seeking behavior, reveals the mediating mechanism between them, and deepens the understanding of how upward social comparison increases variety-seeking behavior. The above research results have positive significance for promoting the theory of social comparison, lack of perceived control and variety-seeking behavior, guiding the marketing practice of enterprises, and helping individuals reduce the negative impact of upward comparison.