alexa Positive and Negative Media Image Effects on the Self
Social & Political Sciences

Social & Political Sciences

Journal of Mass Communication & Journalism

Author(s): Dirk Smeesters, Naomi Mandel

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We examine several factors that determine whether exposure to thin (or heavy) media images positively or negatively affects consumers’ appearance self‐esteem. We find that the effects of exposure to models in advertisements depend on two moderating factors: (1) the extremity of the model’s thinness or heaviness, and (2) the method by which self‐esteem is measured (free responses vs. rating scales). We also establish the underlying role of self‐knowledge activation by examining response latencies in a lexical decision task.

This article was published in Journal of Consumer Research and referenced in Journal of Mass Communication & Journalism

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