Personalized and adaptive physical activity-based social comparison opportunities for women with health risks: Insights from a real-time test of the identification/contrast model

Women in midlife (ages 40–60) experience unique risk for cardiovascular disease, in part due to insufficient physical activity (PA). Although social comparison can motivate PA, how best to harness this process is unclear. The Identification/Contrast Model proposes a useful framework but has not been tested in real time. We tested this model among 88 women (mean age = 51.6 years, mean BMI = 31.9 kg/m²) who viewed comparison targets via personalized and adaptive peer profiles, once per day for 7 days. They also wore PA monitors, responded to profiles in real time, and completed subsequent qualitative interviews. Results from multilevel models support the Identification/Contrast Model for upward comparison, though responses to downward comparison were complex; narrative feedback highlighted the benefits of affiliative responses. Findings demonstrate within-person variability in comparison response that is often overlooked and support the utility of the Identification/Contrast Model for improving the use of comparison processes to promote PA.