Positive and negative media image effects on the self

Dirk Smeesters, Naomi Mandel

Research output: Contribution to journalArticlepeer-review

56 Scopus citations


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 languageEnglish (US)
Pages (from-to)576-582
Number of pages7
JournalJournal of Consumer Research
Issue number4
StatePublished - Mar 1 2006

ASJC Scopus subject areas

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing


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