Positive and Negative Media Image Effects on the Self

Dirk Smeesters and Naomi Mandel

Journal of Consumer Research, 2006, vol. 32, issue 4, 576-582

Abstract: 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..

Date: 2006
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Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:32:y:2006:i:4:p:576-582

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