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Defensive reactions to slim female images in advertising : The moderating role of mode of exposure
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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. doi:10.1016/j.obhdp.2012.07.008
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Official URL: http://dx.doi.org/10.1016/j.obhdp.2012.07.008
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 | ||||
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| Divisions: | Faculty of Social Sciences > Warwick Business School > Marketing & Strategic Management Faculty of Social Sciences > Warwick Business School |
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| Journal or Publication Title: | Organizational Behavior and Human Decision Processes | ||||
| Publisher: | Academic Press | ||||
| ISSN: | 0749-5978 | ||||
| Official Date: | 2013 | ||||
| Dates: |
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| Volume: | Vol.120 | ||||
| Number: | No.1 | ||||
| Page Range: | pp. 37-46 | ||||
| DOI: | 10.1016/j.obhdp.2012.07.008 | ||||
| Status: | Peer Reviewed | ||||
| Publication Status: | Published | ||||
| Access rights to Published version: | Restricted or Subscription Access |
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