Dressed to Impress: When Images of Financial Success in Advertising Have an Inspirational Versus Detrimental Effect on Men

Abigail Schneider, University of Colorado, USA
Ethan Pew, Purdue University, USA
Susan Jung Grant, University of Colorado, USA
Although prior literature suggests that images of financial success in advertising are detrimental to men’s self-esteem, the current paper posits a moderator of this condition: mating-motives. Specifically, we find that mate-seeking men desire to associate themselves with men who possess resources that aid in attracting members of the opposite sex.
[ to cite ]:
Abigail Schneider, Ethan Pew, and Susan Jung Grant (2012) ,"Dressed to Impress: When Images of Financial Success in Advertising Have an Inspirational Versus Detrimental Effect on Men", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1116-1116.