Toxic positivity intentions: an image management
approach to upward social comparison and false
self-presentation

Toxic positivity intentions: an image management
approach to upward social comparison and false
self-presentation

toxic positivity, social media, upward social comparison, false self-presentation, descriptive norms, perceived TPI, mediation.

Media users are often overwhelmed with excessive amounts of positivity on social media. While a healthy positive outlook acknowledges both
the positive and negative aspects of life, a growing term in popular media referring to toxic positivity suggests users leverage positivity and
avoid negativity for personal gain. Employing a two-study, multi-method design, Study 1 is framed within the impression management literature
to conceptually and operationally define perceived toxic positivity intentions (TPI) through qualitative and quantitative measures. Study 2 is
framed within the bandwagon and descriptive norm literature to investigate the role of perceived TPI in upward social comparisons and digital

self-presentation behaviors. Results of Study 1 indicate a five-factor solution of perceived TPI on social media. Results of Study 2 suggest the re-
lationship between (most) dimensions of perceived TPI and false social media self-presentations is significantly mediated by upward so-
cial comparison.

Abby H. Salopek 1,�, Matthew S. Eastin

https://doi.org/10.1093/jcmc/zmae003

March 14, 2024

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