Dare to Compare: Fact-Based versus Simulation-Based Comparison in Daily Life.

We examined the relative frequency of social, counterfactual, past-temporal, and future-temporal comparison in daily life using an experience-sampling method, in which participants were randomly prompted to record thought samples using palmtop computers carried for two weeks. Comparative thought accounted for 12% of all thoughts, and all four comparison types occurred with equivalent frequency. Comparisons may be either fact-based (i.e., based on actuality, as in social and past-temporal comparison) or simulation-based (i.e., based on imagination, as in counterfactual and future-temporal comparison). Because the latter are more "unbounded," and because greater perceived opportunity invites greater self-improvement, we predicted and found that counterfactual and future-temporal comparison were more likely to be upward (vs. downward) than social and past-temporal comparison. All comparison types focused on approach more than avoidance motives, except for counterfactuals, which showed equivalent focus on both. These findings reveal the prominence of comparative thought in daily life, and underscore the value an integrative theory that describes social, counterfactual, or temporal comparison using a common theoretical platform.