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.
Original language | English (US) |
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Pages (from-to) | 576-582 |
Number of pages | 7 |
Journal | Journal of Consumer Research |
Volume | 32 |
Issue number | 4 |
DOIs | |
State | Published - Mar 1 2006 |
ASJC Scopus subject areas
- Business and International Management
- Anthropology
- Arts and Humanities (miscellaneous)
- Economics and Econometrics
- Marketing