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


  • Martin Eisend


  • Jana Möller


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

Suggested Citation

  • Martin Eisend & Jana Möller, 2007. "The influence of TV viewing on consumers' body images and related consumption behavior," Marketing Letters, Springer, vol. 18(1), pages 101-116, June.
  • Handle: RePEc:kap:mktlet:v:18:y:2007:i:1:p:101-116
    DOI: 10.1007/s11002-006-9004-8

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    References listed on IDEAS

    1. Richins, Marsha L, 1991. " Social Comparison and the Idealized Images of Advertising," Journal of Consumer Research, Oxford University Press, vol. 18(1), pages 71-83, June.
    2. O'Guinn, Thomas C & Shrum, L J, 1997. " The Role of Television in the Construction of Consumer Reality," Journal of Consumer Research, Oxford University Press, vol. 23(4), pages 278-294, March.
    3. Sirgy, M Joseph, 1982. " Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, Oxford University Press, vol. 9(3), pages 287-300, December.
    4. Schouten, John W, 1991. " Selves in Transition: Symbolic Consumption in Personal Rites of Passage and Identity Reconstruction," Journal of Consumer Research, Oxford University Press, vol. 17(4), pages 412-425, March.
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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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