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The influence of TV viewing on consumers' body images and related consumption behavior

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  • Martin Eisend

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  • Jana Möller
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    Abstract

    Based on cultivation theory, self-concept theories, and gender research, this study investigates the influence of TV viewing on female and male consumers' perceived body images and related consumption behavior. The results show that TV viewing biases social perceptions of body images; however, TV viewing does not impact men's consumption behavior. For women, in contrast, TV viewing increases the real–ideal self discrepancy, which, in turn, leads to consumption behavior in order to achieve ideal bodies. For both groups, TV viewing increases body dissatisfaction; also, general beliefs about body images influence related behavior. The results provide some interesting contributions to theory and practice. Copyright Springer Science+Business Media, LLC 2007

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    File URL: http://hdl.handle.net/10.1007/s11002-006-9004-8
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    Bibliographic Info

    Article provided by Springer in its journal Marketing Letters.

    Volume (Year): 18 (2007)
    Issue (Month): 1 (June)
    Pages: 101-116

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    Handle: RePEc:kap:mktlet:v:18:y:2007:i:1:p:101-116

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    Web page: http://www.springerlink.com/link.asp?id=100312

    Related research

    Keywords: Cultivation theory; Body images; Media effects; Beauty-related consumption;

    References

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    1. Sirgy, M Joseph, 1982. " Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, University of Chicago Press, vol. 9(3), pages 287-300, December.
    2. Schouten, John W, 1991. " Selves in Transition: Symbolic Consumption in Personal Rites of Passage and Identity Reconstruction," Journal of Consumer Research, University of Chicago Press, vol. 17(4), pages 412-25, March.
    3. O'Guinn, Thomas C & Shrum, L J, 1997. " The Role of Television in the Construction of Consumer Reality," Journal of Consumer Research, University of Chicago Press, vol. 23(4), pages 278-94, March.
    4. 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.
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    Cited by:
    1. Denise Janssen & Leonard Paas, 2014. "Moderately thin advertising models are optimal, most of the time: Moderating the quadratic effect of model body size on ad attitude by fashion leadership," Marketing Letters, Springer, vol. 25(2), pages 167-177, June.

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