High cognitive load during attention to images of models reduces young women's social comparisons: Further evidence against cognitive efficiency.

Mental processes that are conducted frequently can become highly cognitively efficient, meaning they can be carried out while we are doing other tasks (i.e., under high cognitive load). Given that young women report frequently comparing their appearance to models in media images, we examined whether such social comparisons are cognitively efficient. Our sample (N = 227) consisted of young women who felt above-average pressure from the media regarding appearance. Cognitive load was manipulated by memorizing either a simple (low load) or complex (high load) sequence of colours from attractive-model or control images. Participants who viewed models under low load compared themselves with the models, and significantly decreased in appearance satisfaction (but experienced no statistically significant change in negative affect). Participants under high load made fewer comparisons and their appearance satisfaction did not significantly decrease. These results suggest that social comparisons are not highly cognitively efficient and instead require cognitive effort.