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Positive and Negative Media Image Effects on the Self

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  • Dirk Smeesters
  • Naomi Mandel

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..

Suggested Citation

  • Dirk Smeesters & Naomi Mandel, 2006. "Positive and Negative Media Image Effects on the Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(4), pages 576-582, March.
    • Handle: RePEc:oup:jconrs:v:32:y:2006:i:4:p:576-582
    DOI: 10.1086/500489
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    Cited by:

    1. Wan, Fang & Ansons, Tamara L. & Chattopadhyay, Amitava & Leboe, Jason P., 2013. "Defensive reactions to slim female images in advertising: The moderating role of mode of exposure," Organizational Behavior and Human Decision Processes, Elsevier, vol. 120(1), pages 37-46.
    2. K. Janssens & M. Pandelaere & K. Millet & B. Van Den Bergh & I. Lens & R. Keith, 2009. "Can Buy Me Love: How Mating Cues Influence Single Men’S Interest In High-Status Consumer Goods," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 09/570, Ghent University, Faculty of Economics and Business Administration.
    3. Klesse, Anne-Kathrin & Goukens, Caroline & Geyskens, Kelly & de Ruyter, Ko, 2012. "Repeated exposure to the thin ideal and implications for the self: Two weight loss program studies," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 355-362.
    4. Cho, Hyun-Chul & Abe, Shuzo, 2013. "Is two-tailed testing for directional research hypotheses tests legitimate?," Journal of Business Research, Elsevier, vol. 66(9), pages 1261-1266.
    5. Brett Martin & Ekant Veer & Simon Pervan, 2007. "Self-referencing and consumer evaluations of larger-sized female models: A weight locus of control perspective," Marketing Letters, Springer, vol. 18(3), pages 197-209, September.

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