Defensive reactions to slim female images in advertising: The moderating role of mode of exposure
Across 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.
Volume (Year): 120 (2013)
Issue (Month): 1 ()
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- Bargh, John A, 2002. " Losing Consciousness: Automatic Influences on Consumer Judgment, Behavior, and Motivation," Journal of Consumer Research, Oxford University Press, vol. 29(2), pages 280-285, September.
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