Defensive reactions to slim female images in advertising: The moderating role of mode of exposure
AbstractAcross three studies, we examined the impact of exposure to idealized female images, blatantly vs. subtly, on females’ self-evaluations, as well as attitude towards brands endorsed by the models with these idealized body images, in marketing communications. We theorized and showed that blatant exposure can elicit defensive coping, leading to a more positive self-evaluation and a lower brand attitude toward a brand endorsed by a model with an idealized body image. When exposure is subtle, however, idealized body images lead to lowered self-evaluations and increased evaluations of endorsed brands.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Bibliographic InfoArticle provided by Elsevier in its journal Organizational Behavior and Human Decision Processes.
Volume (Year): 120 (2013)
Issue (Month): 1 ()
Contact details of provider:
Web page: http://www.elsevier.com/locate/obhdp
Self-evaluation; Denigration; Product evaluation; Defense mechanism; Cognitive resources; Semantic priming; Mode of exposure; Idealized images;
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Bargh, John A, 2002. " Losing Consciousness: Automatic Influences on Consumer Judgment, Behavior, and Motivation," Journal of Consumer Research, University of Chicago Press, vol. 29(2), pages 280-85, September.
- Kahle, Lynn R & Homer, Pamela M, 1985. " Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective," Journal of Consumer Research, University of Chicago Press, vol. 11(4), pages 954-61, March.
- Dirk Smeesters & Naomi Mandel, 2006. "Positive and Negative Media Image Effects on the Self," Journal of Consumer Research, University of Chicago Press, vol. 32(4), pages 576-582, 03.
- Richins, Marsha L, 1991. " Social Comparison and the Idealized Images of Advertising," Journal of Consumer Research, University of Chicago Press, vol. 18(1), pages 71-83, June.
- Dirk Smeesters & Thomas Mussweiler & Naomi Mandel, 2010. "The Effects of Thin and Heavy Media Images on Overweight and Underweight Consumers: Social Comparison Processes and Behavioral Implications," Journal of Consumer Research, University of Chicago Press, vol. 36(6), pages 930-949, 04.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Zhang, Lei).
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.