Defensive reactions to slim female images in advertising: The moderating role of mode of exposure

Fang Wan, Tamara L. Ansons, Amitava Chattopadhyay and Jason P. Leboe

Organizational Behavior and Human Decision Processes, 2013, vol. 120, issue 1, 37-46

Abstract: Across three studies, we examined the impact of exposure to idealized female images, blatantly vs. subtly, on females’ self-evaluations, as well as attitude towards brands endorsed by the models with these idealized body images, in marketing communications. We theorized and showed that blatant exposure can elicit defensive coping, leading to a more positive self-evaluation and a lower brand attitude toward a brand endorsed by a model with an idealized body image. When exposure is subtle, however, idealized body images lead to lowered self-evaluations and increased evaluations of endorsed brands.

Keywords: Self-evaluation; Denigration; Product evaluation; Defense mechanism; Cognitive resources; Semantic priming; Mode of exposure; Idealized images (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jobhdp:v:120:y:2013:i:1:p:37-46

DOI: 10.1016/j.obhdp.2012.07.008

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