ASSOCIATION FOR CONSUMER RESEARCH Labovitz School of Business & Economics, University of Minnesota Duluth, 11 E. Superior Street, Suite 210, Duluth, MN 55802 When Social Comparison Is Demotivating For Goal Achievement Barbara Briers, Tilburg University, The Netherlands Elaine Chan, Tilburg University, The Netherlands While the social comparison literature has mostly discussed the positive role of upward social comparison on motivation, this research provides new insights and shows that holding the distance between the self and the superior others the same, observing a superior other achieving the goal can be demotivating. [to cite]: Barbara Briers and Elaine Chan (2013) ,"When Social Comparison Is Demotivating For Goal Achievement", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research. [url]: http://www.acrwebsite.org/volumes/1015414/volumes/v41/NA-41 [copyright notice]: This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/.