학술논문
Following and Resisting Body Image Ideals in Advertising: The Moderating Role of Extrinsic Contingency Focus.
Document Type
Article
Source
Subject
*BODY image
*BODY image in mass media
*SELF-esteem
*CONTINGENCY (Philosophy)
*AFFIRMATIONS (Self-help)
*INTERPERSONAL relations
*BODY image in literature
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Language
ISSN
1529-8868
Abstract
Extrinsic contingency focus reflects people's tendency to derive self-esteem by meeting socially (versus personally) defined standards. Three studies examined the relationship between extrinsic contingency focus (ECF) and responses to social ideals. The results of Studies 1 and 2 showed that exposure to advertisements that contained idealized body images led high-ECF participants to engage in behaviors directed toward the attainment of the ideal. For low-ECF participants, exposure to this type of advertisement led to behaviors aimed at resisting the social ideal. Study 3 showed that self-affirmation reduced striving to meet and resist social ideals among high- and low-ECF individuals. Implications of these findings relative to the body image literature and directions for future research are discussed. [ABSTRACT FROM PUBLISHER]