The Mirror Has Two Faces: Positive and Negative Media Image Effects

Dirk Smeesters, Tilburg University
Naomi Mandel, Arizona State University

The Mirror Has Two Faces:  Positive and Negative Media Image Effects on the Self

Dirk Smeesters (Tilburg University)

Naomi Mandel (Arizona State University)

 

            This research examines several factors that determine whether exposure to thin (or heavy) media images positively or negatively impacts consumers’ appearance self-esteem. In two studies, we demonstrate that the effects of exposure to models in advertisements depend on two moderating factors: (1) the extremity of the model’s thinness or heaviness; and (2) the method by which self-esteem is measured (free responses versus rating scales). We also establish the underlying role of self-knowledge activation by examining response latencies in a lexical decision task.
[ to cite ]:
Dirk Smeesters and Naomi Mandel (2006) ,"The Mirror Has Two Faces: Positive and Negative Media Image Effects", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 503-508.