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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

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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
Dates:
DateEvent
2013Published
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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