Fang Wan, Tamara L. Ansons, Amitava Chattopadhyay, Jason P. Leboe
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. © 2012 Elsevier Inc.
Asper School of Business, University of Manitoba, Winnipeg, MB, R3T 5V4, Canada; Stephen M. Ross School of Business, University of Michigan, Ann Arbor, MI 48109, United States; INSEAD, Singapore 138676, 1 Ayer Rajah Avenue, Singapore; Psychology, University of Manitoba, Winnipeg, MB, R3T 2N2, Canada
