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The Imaginary Intrasexual Competition: Advertisements Featuring Provocative Female Models Trigger Women to Engage in Indirect Aggression

Author

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  • Sylvie Borau

    (Toulouse Business School)

  • Jean-François Bonnefon

    (Toulouse School of Economics)

Abstract

Recent research suggests that women react to idealized female models in advertising as they would react to real-life sexual rivals. Across four studies, we investigate the negative consequences of this imaginary competition on consumers’ mate-guarding jealousy, indirect aggression, and drive for thinness. A meta-analysis of studies 1–3 shows that women exposed to an idealized model report more mate-guarding jealousy and show increased indirect aggression (i.e., derogation and social exclusion), but do not report a higher desire for thinness. Study 4 replicates these findings and reveals that the main driver of aggression is the sexually provocative attitude of the model (a signal of a flirting behavior and of sexual availability), rather than her thin body size. The ethical implications of these findings for advertising are discussed in light of recent concerns about female bullying, online, and in the workplace.

Suggested Citation

  • Sylvie Borau & Jean-François Bonnefon, 2019. "The Imaginary Intrasexual Competition: Advertisements Featuring Provocative Female Models Trigger Women to Engage in Indirect Aggression," Journal of Business Ethics, Springer, vol. 157(1), pages 45-63, June.
    • Handle: RePEc:kap:jbuset:v:157:y:2019:i:1:d:10.1007_s10551-017-3643-y
    DOI: 10.1007/s10551-017-3643-y
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    Cited by:

    1. de Kerviler, Gwarlann & Ardelet, Caroline & Slavich, Barbara, 2022. "Ethical judgments of sexualized ads featuring Women: The role of identification with feminine archetypes," Journal of Business Research, Elsevier, vol. 142(C), pages 899-913.
    2. Vassiliki Grougiou & George Balabanis & Danae Manika, 2020. "Does Humour Influence Perceptions of the Ethicality of Female-Disparaging Advertising?," Journal of Business Ethics, Springer, vol. 164(1), pages 1-16, June.

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