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Backhanded compliments can be linked to social comparison theory and self-presentation theories. Festinger's social comparison theory (1954) says that individuals use comparison to other people to evaluate their own behaviours and opinions. Linking social comparison theory to backhanded compliments results in a negative effect of the latter. Backhanded compliments represent an upward-social comparison as they in most cases display a comparison between the recipient and another standard. Upward-social comparisons as opposed to downward-social comparisons result in feelings of threat and anger rather than in a positive feeling. Therefore backhanded compliments are proposed to have the same effect. A study conducted by Norton e. al. proved that backhanded compliments indeed invoked a feeling of social comparison and reduced positive emotions. Backhanded compliments can also be viewed in the context of self-presentation theories. Self-presentation strategies target to control others’ perception of oneself. Norton et. al. suggest that people who use backhanded compliments try to obtain flattery as well as respect. Backhanded compliments thus are a tool for self-presentation.