In many economically relevant domains it is relative rather than absolute performance that ultimately determines outcomes. Examples range from the educational system to work environments: In the professional sphere, performance rankings are often explicit elements of compensation schemes. They determine the winner among competing suppliers of products and services (think of league tables in investment banking or track records for fund managers) or implicitly matter through career concerns and promotions. In education, many systems rely on 'curving' as an element of grading schemes, recommendations of teachers or professors are essentially relative assessments, and the restricted nature of prestigious scholarships or program spots implies an allocation based on relative performance.A notable feature of many such environments is that during the respective activities, individuals receive intermediate feedback on their relative performance, often in the form of rank information. This triggers the question if and how individuals react to such information: Do they condition their choice of effort on the current position in such rankings? If so, how? Do people at the top try harder or rather slack off? And do those at the bottom of the ranking give up or try everything to avoid ending up in their current position? Given this broad range of conceivable ways in which rank information could affect subsequent performance, it is not surprising that the existing theoretical and empirical literature as a whole provides only inconclusive guidance on which effects actually to expect. In this paper we therefore refrain from the idea of finding one general behavioral pattern for all individuals. Rather, we conjecture that given the huge variety of possible mechanisms, it is more likely that people do not homogeneously react to performance feedback but differ in their individual rank sensitivity in both magnitude as well as structure.Consequently, the aim of this paper is to explicitly study the extent, structure, and consequences of heterogeneity in the reaction to rank feedback by answering the following research questions: Do people systematically differ in their reaction to rank feedback? If so, are there specific (measurable) characteristics associated with these differences? And how are differences in rank sensitivity linked to overall competitive outcomes? We address these questions using a laboratory experiment.In the experiment, participants repeatedly compete in a series of real effort dynamic contests with intermediate feedback, thereby generating substantial amounts of within-subject data, allowing to estimate reactions to rank feedback at the individual level. As a source of exogenous variation, we randomly assign point multipliers in the first round of each contest, holding material incentives constant in expectation. This design feature allows using the realized random multiplier as a fully exogenous instrument for the rank of participants after the first round. To investigate potential associations of individual ra...