Positive and Negative Media Image Effects on the Self
We examine several factors that determine whether exposure to thin (or heavy) media images positively or negatively affects consumers' appearance self-esteem. We find that the effects of exposure to models in advertisements depend on two moderating factors: (1) the extremity of the model's thinness or heaviness, and (2) the method by which self-esteem is measured (free responses vs. rating scales). We also establish the underlying role of self-knowledge activation by examining response latencies in a lexical decision task. (c) 2006 by JOURNAL OF CONSUMER RESEARCH, Inc..
Year of publication: |
2006
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Authors: | Smeesters, Dirk ; Mandel, Naomi |
Published in: |
Journal of Consumer Research. - University of Chicago Press. - Vol. 32.2006, 4, p. 576-582
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Publisher: |
University of Chicago Press |
Saved in:
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