TIACOSA · The impact of advertising on consumer (dis)satisfaction

Final Activity Report Summary - TIACOSA (The impact of advertising on consumer (dis)satisfaction)

In this project, it was examined to what extent idealised advertising (i.e., advertisements that portray thin attractive models who represent the beauty ideal) can have an impact on how consumers perceive themselves. We demonstrated that consumers automatically compare themselves in models portrayed in advertising. This comparison leads consumers to either perceive them as similar or dissimilar tot the portrayed model. Depending on the characteristics of the portrayed model, this similarity versus dissimilarity focus may lead to either positive versus negative effects on consumers' self-perception. In several studies we showed that models varying in the size (thin vs. heavy) and the extremity of their size (moderate vs. extreme) can have strong effects on female consumers' self-esteem. It was demonstrated that female consumers have higher appearance self-esteem after being exposed to moderately thin models (because they are perceived to be similar) and extremely heavy models (because they are perceived to be dissimilar). On the other hand, female consumers' have lower appearance self-esteem after being exposed to moderately heavy models (because they are perceived to be similar) and extremely thin models (because they are perceived to be dissimilar). Consumers were at no point asked to explicitly compare themselves with these models, which means that the effects are really unobtrusive and natural. The paper discussing these studies is accepted for publication in Journal of Consumer Research (March 2006). In several other studies we examine the moderating role of consumers' Body Mass Index (BMI) in their reactions to models portrayed in advertising. We demonstrated that self-esteem of consumers with a high body mass index always shift negatively when confronted with (moderately and extremely) thin models (because they are perceived to be dissimilar) and with (moderately and extremely) heavy models (because they are perceived to be similar). On the other hand, self-esteem of consumers with a low body mass index always shift positively when confronted with (moderately and extremely) thin models (because they are perceived to be similar) and with (moderately and extremely) heavy models (because they are perceived to be dissimilar). These positive and negative shifts in self-esteem are only due to exposure to advertisements and not due to the fact that consumers with a high body mass index have a different baseline level of self-esteem than consumers with a low body mass index. In various other studies, it was examined to what extent the type of comparison goal one has (e.g., a self-evaluation goal, a self-enhancement goal, a self-improvement goal, etc) on social comparison effects following from idealised advertising. In addition, a final set of studies wanted to generalise all these social comparison findings beyond the dimension of attractiveness and thinness. More specifically, the same effects of female consumers exposed to female models (varying in the thinness and attractiveness) were obtained for male consumers exposed to male models (varying in terms of financial success or physical abilities). As a result, this project provides an in-depth understanding of how idealised advertising may affect consumers' self-esteem, subjective well-being, and happiness. Effects have been obtained for both female and male consumers. The project also examined several moderating factors of the idealised advertising results, such as Body Mass Index, satisfaction with the own body, the type of social comparison goal one has, etc.

Текст от CORDIS, на английски · Данни: CORDIS, © Европейски съюз