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 0749-5978

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Abstract

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
Publisher:	Academic Press
ISSN:	0749-5978
Official Date:	2013
Volume:	Vol.120
Number:	No.1
Page Range:	pp. 37-46
Identification Number:	10.1016/j.obhdp.2012.07.008
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access
URI:	http://wrap.warwick.ac.uk/id/eprint/50864

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