The Two-Sided Mirror: How Correcting For Diagnosticity Impacts Social Comparisons With Advertisement Models

Abigail Schneider, University of Colorado, USA
Susan Jung Grant, University of Colorado, USA
This research explores the role of a diagnostic comparison standard in women’s assessments of their own attractiveness when exposed to ads featuring idealized models versus everyday people. We find that women rate themselves as being less attractive after seeing advertisements featuring idealized models but rate themselves as being more attractive after exposure to advertisements featuring more realistic images of everyday women. We then reverse this effect and suggest that it is moderated through assessments of diagnosticity for social comparison.
[ to cite ]:
Abigail Schneider and Susan Jung Grant (2011) ,"The Two-Sided Mirror: How Correcting For Diagnosticity Impacts Social Comparisons With Advertisement Models", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 838-839.