Defensive reactions to slim female images in advertising : The moderating role of mode of exposure
Wan, Fang, Ansons, Tamara, Chattopadhyay, Amitava and 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, Vol.120 (No.1). pp. 37-46. ISSN 0749-5978Full text not available from this repository.
Official URL: http://dx.doi.org/10.1016/j.obhdp.2012.07.008
Across three studies, we examined the impact of exposure to idealized female images, blatantly vs. subtly, on females’ self-evaluations, as well as attitude towards brands endorsed by the models with these idealized body images, in marketing communications. We theorized and showed that blatant exposure can elicit defensive coping, leading to a more positive self-evaluation and a lower brand attitude toward a brand endorsed by a model with an idealized body image. When exposure is subtle, however, idealized body images lead to lowered self-evaluations and increased evaluations of endorsed brands.
|Item Type:||Journal Article|
|Divisions:||Faculty of Social Sciences > Warwick Business School > Marketing & Strategic Management
Faculty of Social Sciences > Warwick Business School
|Journal or Publication Title:||Organizational Behavior and Human Decision Processes|
|Page Range:||pp. 37-46|
|Access rights to Published version:||Restricted or Subscription Access|
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