社会比较广告是企业常用的一种营销沟通策略，本研究主要探讨了该广告策略与消费者不同自我意识状态之间的匹配效应以及潜在的作用机制。4个实验的研究结果表明：（1)当消费者处于客体自我意识状态时，下行（vs.上行）社会比较广告具有更好的广告效果，因为下行社会比较广告会降低人们的自我威胁感知；（2）当消费者处于主体自我意识状态时，上行（vs.下行）社会比较广告可以产生更好的广告效果，因为上行社会比较广告会加强人们的自我提升动机。研究结果有助于更好地理解处于不同自我意识状态下的消费者对社会比较广告的反应，并为企业优化广告策略提供启示。

Social comparison advertising is a marketing communication strategy commonly used by enterprises. This study mainly discusses the matching effect between, and the potential mechanism under the advertising strategy and consumers’ different self-awareness states. Four experiments show that: (1) when consumers experience the state of objective self-awareness (OSA), downward (vs. upward) social comparison ads work better by lessening people’s self-threat perception; (2) when consumers experience the state of subjective self-awareness (SSA), upward (vs. downward) social comparison ads produce better advertising effects by stimulating people’s greater motivation for self-improvement. The current research advances knowledge of how consumers in different self-awareness states respond to social comparison advertising and carries important implications for marketers and policymakers to optimize advertising strategies.