Professor of Marketing
Self-evaluation; Denigration; Product Evaluation; Defense Mechanism; Cognitive Resources; Semantic Priming; Mode of Exposure; Idealized Images ;
Journal Article | Organizational Behavior & Human Decision Processes | 120 | January 2013
Defensive Reactions to Slim Female Images in Advertising: The Moderating Role of Mode of Exposure
Across three studies, the authors 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.The authors 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.