Master thesis: Emotions in response to upward social comparisons and their potential relevance for reduced consumption

19.11.2025, Diplomarbeiten, Bachelor- und Masterarbeiten

Through qualitative methods, this thesis explores which emotions arise when people compare themselves to highly sustainable individuals and how these emotions shape their decisions to reduce consumption.

Building on Social Comparison Theory and emotion theories, the goal of this master's thesis is to explore the emotions that might account for positive or negative effects of upward social comparisons on reduced consumption behavior. You will employ a qualitative research design (e.g. focus groups) with relevant informants. The focus is on the exploration of emotions after social comparisons with target persons who act particularly sustainable in terms of reducing overall consumption. By exploring informants' subjective experiences, you will categorize and analyze the specific emotions (such as benign envy, malicious envy, shame, and inspiration) that arise from the comparison and may subsequently affect informants' the decision to consume less. Through this research, you will gain insights into how behavioral interventions and public policy promoting sustainable and reduced consumption can be refined by targeting specific emotional states via social comparisons.

Kontakt: daniela.moirano@tum.de