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.
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Bibliographic InfoArticle provided by Elsevier in its journal Organizational Behavior and Human Decision Processes.
Volume (Year): 120 (2013)
Issue (Month): 1 ()
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Web page: http://www.elsevier.com/locate/obhdp
Self-evaluation; Denigration; Product evaluation; Defense mechanism; Cognitive resources; Semantic priming; Mode of exposure; Idealized images;
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