Social comparison in virtual work environments: An examination of contemporary referent selection

The current trend with organizations is to streamline operations, cut cost, and operate with fewer employees (i.e., to do more with less). This trend has encouraged events such as downsizing and mergers as well as fostered the development of virtual work environments and new organizational forms like virtual organizations. Consequently, this change in organizational forms and the context of work has the potential to cause other associated consequences. One possible consequence is a change in the availability and type of referent others available. Likewise, a better understanding of worker referent choice remains a common issue of debate among researchers of comparison theories. This paper examines how referent selection relative to worker social comparison is (and will be) affected by the changing nature of organizations and the context of work.