Social Comparison and the Idealized Images of Advertising
This article reviews theories that might explain how advertising causes dissatisfaction with the self. It is hypothesized that consumers compare themselves with idealized advertising images. Exposure to such images may change consumers comparison standards for what they desire or lower perceptions of their own performance on relevant dimensions; the result is lowered satisfaction. Explanatory and experimental research examined these hypotheses in the context of idealized images of physical attractiveness in ads targeted at young women. Evidence for comparison was found. Results suggest that idealized images raised comparison standards for attractiveness and lowered satisfaction with one's own attractiveness. Copyright 1991 by the University of Chicago.
Volume (Year): 18 (1991)
Issue (Month): 1 (June)
|Contact details of provider:|| |
When requesting a correction, please mention this item's handle: RePEc:ucp:jconrs:v:18:y:1991:i:1:p:71-83. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Oxford University Press)
If references are entirely missing, you can add them using this form.