Defensive reactions to slim female images in advertising: The moderating role of mode of exposure |
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Authors: | Fang Wan Tamara L. Ansons Amitava Chattopadhyay Jason P. Leboe |
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Affiliation: | 1. Asper School of Business, University of Manitoba, Winnipeg, Manitoba, Canada R3T 5V4;2. Stephen M. Ross School of Business, University of Michigan, Ann Arbor, MI 48109, USA;3. INSEAD, 1 Ayer Rajah Avenue, 138676, Singapore;4. Psychology, University of Manitoba, Winnipeg, Manitoba, Canada R3T 2N2 |
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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. |
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