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

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  • Martin Eisend
  • Jana Möller

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

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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    1. Richins, Marsha L, 1991. "Social Comparison and the Idealized Images of Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(1), pages 71-83, June.
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    4. Thompson, Craig J & Hirschman, Elizabeth C, 1995. "Understanding the Socialized Body: A Poststructuralist Analysis of Consumers' Self-Conceptions, Body Images, and Self-Care Practices," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(2), pages 139-153, September.
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    Cited by:

    1. Sarah Mittal & Katherine Rice Warnell & David H. Silvera, 2021. "In the world of plastics: how thinking style influences preference for cosmetic surgery," Marketing Letters, Springer, vol. 32(4), pages 425-439, December.
    2. 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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