Relativity in Social Cognition: Basic processes and novel applications of social comparisons

A key challenge for social psychology is to identify unifying principles that account the complex dynamics of behaviour. We propose psychological relativity and its core mechanism comparison as one such principle. To support our proposal, we review recent evidence investigating basic processes underlying novel applications comparisons. Specifically, clarify determinants assimilation contrast, evaluative consequences comparing similarities vs. differences, attitudinal effects spatial relativity, how arrangements determine perceived similarity, antecedents then move behavioural on motivation self-regulation, well imitation Finally, address within more applied areas morality political psychology. The reviewed research thereby illustrates cognition may be instrumental in answering old questions discovering new phenomena explanations.