Attitudes toward Social Comparison as a Function of Self‐Esteem: Idealized Appearance and Body Image

Lennon, Sharron J.; Lillethun, Abby; Buckland, Sandra Stansbery

doi:10.1177/1077727x99274001

Cited by 36 publications

(44 citation statements)

References 77 publications

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“…Since gender stereotypes indicate that a woman's value is judged by her attractiveness (Lennon, Lillethun, & Buckland, 1999;Martin & Gentry, 1997), ideal self-concepts of attractiveness are likely to be credible sources for women. In the case of body shapes, thin models should evoke more favorable attitudes toward the brand than fat models, so it is reasonable to conclude that thin models will stimulate a higher degree of purchase intent than fat models.…”

Section: Independent Variablesmentioning

confidence: 99%

“…For example, fat women are generally classified as physically unattractive and overweight and are perceived to be less intelligent, less popular, and less outgoing than those who are slimmer (Molloy & Herzberger, 1998; Stephens, Hill, & Hamon, 1994). Attractive women are perceived to be selected more often as work colleagues, for hiring, and as dating partners (Lennon, Lillethun, & Buckland, 1999). Conversely, overweight people are rated more negatively (Monteath & McCabe, 1997;Neimark, 1994).…”

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confidence: 97%

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Real or relevant beauty? Body shape and endorser effects on brand attitude and body image

D’Alessandro

Chitty

2011

Psychology and Marketing

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Endorsements play an important role in marketing communications. For international marketing communications, marketers must be cognizant of how the portrayal of body ideals and cultural background of endorsers can affect marketing communications. Two experimental studies showed that body image comparisons and the effectiveness of endorsers varies according to the type of body shapes portrayed and the body mass index (BMI) of the respondents. In the first experiment, the success or failure of endorsements was found to be influenced by their body shape and to some extent the cultural background with respect to the type of product or service promoted. In a second experiment where more realistic or mediumthin and medium-fat body shapes were used, source attractiveness was not influenced by body shape, while interest in the advertised brand increased for a thinner model. This may have occurred because body image comparisons were more obtainable for those in the second study, where more realistic body shapes were viewed in advertisements. Body mass index (BMI) was also found to influence the results, particularly if a poor body shape comparison triggers a poor body image. Counterfactually, this seems to occur with women with lower BMIs who view advertisements for fatter women. It appears that the use of body image and ethnic type of models should Psychology & Marketing, Vol. 28(8) be carefully considered by marketers so that they are relevant for their target audience. The use of more obtainable and ethnically relevant models may provide more effective advertising copy and be more socially responsible. In order to create interest in advertised brands, marketers may not need to use ultra-thin models. Marketers must also balance the promotional effectiveness of the use of body shapes that may too thin or more realistic with the social outcomes and consider carefully the BMI of their target market. © 2011 Wiley Periodicals, Inc.:Endorsements play an important role in marketing communications. For international marketing communications, marketers must be cognizant of how the portrayal of body ideals and the cultural background of endorsers can affect the effectiveness of marketing communications (Bjerke & Polegato, 2006). Female endorsers in Western advertising have generally been used to present the ideal social self-concept, that of an ectomorphic or thin stereotype (Borchert & Heinberg, 1996;Butler & Ryckman, 1993;Lamb et al., 1993;Cohn & Adler, 1992;Forbes et al., 2001;Monteath & McCabe, 1997).Idealized body shapes are used in Western media because they are linked to attractiveness and the source credibility of the model or endorser (Joseph, 1982;Kahle & Homer, 1985;Simon, Berkowitz, & Moyer, 1970). While there is a positive reason for marketers to use idealized body shapes in advertising in order to influence attitudes and effect purchases, there are also negative consequences to the widespread use of this promotional format. In the case of young and vulnerable women, the constant portrayal of thin models may ...

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Section: Independent Variablesmentioning

confidence: 99%

mentioning

confidence: 97%

Real or relevant beauty? Body shape and endorser effects on brand attitude and body image

D’Alessandro

Chitty

2011

Psychology and Marketing

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“…It has been argued that prior studies did not clarify whether their findings resulted from the influence of models' body size, their facial beauty, or a combination of both (Gulas & McKeage, 2000;Peck & Loken, 2004). Yet the major criticism toward advertising as a cause of body image disturbance has been about the use of thin models rather than on the use of models with attractive faces (Lennon, Lillethun, & Buckland, 1999;Peck & Loken, 2004). Therefore, it is still not clear how model's body size, apart from facial attractiveness, influences advertising effectiveness.…”

Section: Introductionmentioning

confidence: 98%

Does She Have to Be Thin? Testing the Effects of Models' Body Sizes on Advertising Effectiveness

Sohn¹,

Youn²

2013

Atlantic Journal of Communication

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This study examined how different body sizes of a female model-thin, average, and largeinfluenced advertising effectiveness after controlling for social comparison, body mass index, and facial attractiveness. Findings from a 3 2 experimental study with college students (N D 201) indicated that the use of a thin model in advertising was not more effective than using an averagedbodied model. The use of an average-sized model generated more positive brand attitude and purchase intention over the use of either thin or plus-sized models. This study also investigated the moderating roles of product-body image congruence and skepticism toward advertising to explain conditions under which body sizes are (or are not) effective. No interaction effect of product-body image congruence and a model's body size was found. Moreover, different body sizes mostly generated similar responses among the high skeptics. Of interest, the use of average-sized model generated the most positive responses among the low skeptics.

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“…these women selectively attended to specific advenisements by filtering others out. These findings suggested that women did not passively absorb harmful media images but were able to actively filter images and selectively attend to those that interested them (Lennon et al, 1999).…”

mentioning

confidence: 92%

“…To reduce the dissonance of living in "intellectual isolation", Shaw et al, ( 1999) proposed that individuals sought out the agendas of other supportive groups using mass media. 263 In another study that focused on social comparison in the context of apparel and beauty product advenisement, focus group interviews with American college women revealed dissonance with idealised images and unwanted social comparison (Lennon, Lillethun & Buckland, 1999). The findings ofthe focus group interviews revealed themes representing strategies women employed to reduce this perception of dissonance.…”

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confidence: 99%

Constructing Compatibility: Managing Breast-Feeding and Weaning from the Mother’s Perspective

Hauck

Irurita

2002

Qual Health Res

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The purpose of this grounded theory study was to analyze the maternal process of managing the later stages of established breast-feeding and, ultimately, weaning the child from the breast within a Western Australian context. Data were analyzed from 33 participants’interview transcripts, field notes, 9 postal questionnaires from fathers, and individual and discussion group interviews with child health nurses. A common social problem of incompatible expectations was revealed. All participants faced a dilemma in the management of their experience when personal expectations were in opposition to others’ expectations. A process of Constructing Compatibility by Adapting Focus was adopted to compensate for this incompatibility.

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Attitudes toward Social Comparison as a Function of Self‐Esteem: Idealized Appearance and Body Image

Cited by 36 publications

References 77 publications

Real or relevant beauty? Body shape and endorser effects on brand attitude and body image

Real or relevant beauty? Body shape and endorser effects on brand attitude and body image

Does She Have to Be Thin? Testing the Effects of Models' Body Sizes on Advertising Effectiveness

Constructing Compatibility: Managing Breast-Feeding and Weaning from the Mother’s Perspective

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