The Role of Lad Magazines in Priming Men’s Chronic and Temporary Appearance‐Related Schemata: An Investigation of Longitudinal and Experimental Findings

We present a program of research investigating the effects of lad magazines on male body self‐consciousness and appearance anxiety. Study 1, based on panel data from undergraduate men, showed that lad magazine exposure in Year 1 predicted body self‐consciousness in Year 2. Study 2 was an experiment that showed that men assigned to view objectified women in lad magazines reported significantly higher levels of appearance anxiety and appearance‐related motivations for exercise than men assigned to view male fashion models. We speculated that participants believed that to be romantically successful with these women would require them to conform to an idealized appearance standard. Study 3 replicated the finding that exposure to sexually objectified women primed body self‐consciousness, and it further showed that this effect was mediated by romantic confidence.