publication . Other literature type . Article . 2010

The effects of thin and heavy media images on overweight and underweight consumers: Social comparison processes and behavioral implications

Dirk Smeesters; Thomas Mussweiler; Naomi Mandel;
  • Published: 01 Apr 2010
  • Publisher: Oxford University Press (OUP)
  • Country: Netherlands
Abstract
textabstractThis study examines how advertisements containing thin or heavy models influence the self‐esteem of overweight, normal, and underweight consumers. Previous research has mainly examined the influences of variations of the comparison standard on self‐evaluative outcomes, whereas we examine how the relative position of the self on the comparison dimension may moderate these effects. Three studies manipulated the size (thin vs. heavy) and extremity of the size (moderate vs. extreme) of advertising models and exposed these images to individuals differing in Body Mass Index (BMI) levels. Our findings indicate that social comparison processes and subsequent...
Subjects
free text keywords: BMI, consumer behavior, Marketing, Economics and Econometrics, Business and International Management, Arts and Humanities (miscellaneous), Anthropology, Social comparison theory, Overweight, medicine.symptom, medicine, Developmental psychology, Self, Psychology, Social psychology, Body mass index, Underweight, Consumer behaviour
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publication . Other literature type . Article . 2010

The effects of thin and heavy media images on overweight and underweight consumers: Social comparison processes and behavioral implications

Dirk Smeesters; Thomas Mussweiler; Naomi Mandel;