How we use Facebook to achieve our goals: a priming study regarding emotion regulation, social comparison orientation, and unaccomplished goals

Phillip Ozimek,Hans-Werner Bierhoff,Katharina M Hamm

doi:10.1007/s12144-020-00859-1

Phillip Ozimek, Hans-Werner Bierhoff + Show 1 more

Open Access

https://doi.org/10.1007/s12144-020-00859-1

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Abstract

On the basis of recent findings in the context of the Social Online Self-Regulation Theory it is assumed that intensity of social Facebook use (i.e., a higher intensity and more time spend on Facebook focusing on social activities) serves the purpose of self-regulation. A priming of unfulfilled goals was used to increase participants’ intensity of social Facebook use in order to regulate the negative emotions and the self-discrepancy which should be caused by the priming. High social comparison orientation as well as difficulties in emotion regulation were assumed to moderate that effect. 355 people took part in an online survey. As expected, difficulties in emotion regulation as well as social comparison orientation were positively correlated with intensity of social Facebook use. However, the priming effect was moderated by difficulties in emotion regulation. Our research follows propositions derived from self-regulation theory and is, therefore, integrated into a broader theoretical approach focusing on the goal-setting of the self. Finally, possible applications of this research on the explanation of dysfunctional social Facebook use are outlined.

Highlights

I begin with the egoistic premise that one’s highest moral purpose is the achievement of one’s own happiness (Locke, 2001).The social network Facebook has been known worldwide for several years influencing the lives of more than two billion users (Roth, 2018)
Facebook use may satisfy a broad variety of needs, we focus on social Facebook use which refers to the intensity and amount of Facebook use with respect to “social Facebook features”, such as commenting on or looking at others’ profiles, sending private messages, communicating in Facebook groups and so on
The hypothesis is based on the following explanation: The many opportunities Facebook offers for people to present and compare themselves to and with others attracts people who focus on social comparisons (= high social comparison orientation)

Summary

Introduction

The social network Facebook has been known worldwide for several years influencing the lives of more than two billion users (Roth, 2018). Founded in 2004, it was originally designed for Harvard students only, before it expanded and became increasingly popular around the world. Zuckerberg announced Facebook’s new mission to “give people the power to build community and bring the world closer together” (Zuckerberg, 2017). People are assumed to use Facebook in order to build network, stay informed, and, at the same time, inform others about what is important to them. To put it Facebook is supposed to make people happy

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