Correlational and Experimental Effects of Online Apparel Shopping Behavior on Gaze Behavior, Appearance Attitudes, and Self-Worth in Women

Abstract

Online apparel shopping is popular among women, with possible negative body image consequences, particularly when the website imagery is body-focused. We investigated both correlational and experimental effects of online apparel shopping on women’s (N = 113) explicitly and implicitly measured self-worth, appearance attitudes, and body gaze behavior. Correlational results showed that online apparel shopping correlates negatively with self-esteem, and positively with appearance attitudes and self-objectification. During a simulated online shopping activity, women who were exposed to a body-focused activewear website felt worse than usual about their looks, when compared to women who were exposed to a non-body focused casualwear website. Unexpectedly, exposure to the activewear website primed lower body gaze towards subsequent images of partially and fully clothed women. Furthermore, gaze behavior did not significantly correlate with any of the other measures. Given that women have a natural tendency to gaze at faces, the deprivation of facial stimuli in the activewear condition presumably led to a compensatory gaze effect, whereby subsequent attention toward bodies was comparably low, possibly as a protective mechanism. These results suggest potential implications of short- and long-term exposure to online apparel imagery, as well as highlighting the complexity of interpreting female gaze behavior.