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In two studies, inter\u2010group comparative context was manipulated. Study 1 found that the perceived in\u2010group stereotype, self\u2010stereotype (as represented by the reported value centrality), and behavioural intentions shifted away from a comparison out\u2010group (irrespective of whether this was an upward or downward comparison). Study 1 also revealed that the effect of comparative context on individual environmental intentions was mediated by the perceived in\u2010group stereotype and by changes in personal values. Study 2 extrapolated the observed effect on actual behavioural choices. 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