The influence of TV viewing on consumers' body images and related consumption behavior

Abstract

Based on cultivation theory, self-concept theories, and gender research, this study investigates the influence of TV viewing on female and male consumers' perceived body images and related consumption behavior. The results show that TV viewing biases social perceptions of body images; however, TV viewing does not impact men's consumption behavior. For women, in contrast, TV viewing increases the real–ideal self discrepancy, which, in turn, leads to consumption behavior in order to achieve ideal bodies. For both groups, TV viewing increases body dissatisfaction; also, general beliefs about body images influence related behavior. The results provide some interesting contributions to theory and practice. Copyright Springer Science+Business Media, LLC 2007Cultivation theory, Body images, Media effects, Beauty-related consumption,

Television, Gender Norms, and Tanning Attitudes and Intentions of Young Men and Women

“…An explanation for these unanticipated gender differences in the social perceptual processes underlying the link between television exposure and tanning tendencies found in this study might be in Eisend and Möller's (2007) recent postulations on gender differences in media effects. Eisend and Möller's postulations are based on Cross and Madson's (1997) and Baumeister and Sommer's (1997) postulations on the gender differences in the management of relationships between self and other.…”

“…The postulation of Cross and Madson was extended by Baumeister and Sommer : Although both men and women are social and care about their relationship with others, women tend to invest in a small number of close relationships, whereas men tend to orient themselves toward a larger sphere of less intimate social relationships (Baumeister & Sommer, 1997, p. 38). Eisend and Möller (2007) applied these perspectives to their postulations on gender differences in media effects. They argue that women tend to store and retrieve specific knowledge about close others to make judgments, instead of simply relying on examples shown on television.…”

“…They argue that women tend to store and retrieve specific knowledge about close others to make judgments, instead of simply relying on examples shown on television. Compared to women, men tend to lack specific stored and readily retrievable information about close others; consequently, men may rely more than women on television as a source of information for decision making (Eisend & Möller, 2007). Aries and Johnson (1983), for example, found that men frequently talk about sports and politics, whereas women frequently talk about shared activities and intimate topics.…”

Influence of Product Placements in Films and Television on consumers Brand Awareness

“…To obtain the required results, a questionnaire was used for a sample of 241 students with 58.8% females. (Eised & Moller, 2006) Product Placement as a marketing tool is majorly used to increase attention, interest and give rise to the purchase motive of the potential consumers. Taking various applications of product placements in automobile brands, the article examines product placements via various forms of media to create familiarity, awareness and to influence the purchase intentions of the consumer.…”

Effects of Scarcely Dressed Models in Advertising on Body Esteem for Belgian Men and Women

“…It is not surprising, therefore, that the effects of media exposure on sexual attitudes, expectations, and behaviors found in Belgium are similar to tendencies found in American studies (Eggermont 2006). In a German sample (Eisend and Möller 2007), TV viewing was shown to increase the real-ideal self discrepancy and body dissatisfaction, and lead to consumption behavior in order to achieve ideal bodies.…”