Social Comparison of Less Than Ideal Images in Television Advertising: an Exploratory Study of Masculine Gender Identity
Research suggests that comparing oneself to ideal images in advertising may result in dissatisfaction, however, there is little research to support our understanding of what happens when comparison is made to less than ideal images. This paper is an exploratory study of social comparisons by male consumers of less than ideal images in television advertising, including those of cavemen, men depicted as wolves, and men humiliated in public. The study finds social comparisons were self-enhancing, but comparisons were more complex than theory has suggested. This result is a reflection of shifting social norms regarding masculine gender identity.
Neil Alperstein (2011) ,"Social Comparison of Less Than Ideal Images in Television Advertising: an Exploratory Study of Masculine Gender Identity", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 341-346.
Neil Alperstein, Loyola University Maryland, USA
E - European Advances in Consumer Research Volume 9 | 2011
D1. When Intention to Share on Social Media Increases Variety-Seeking: The Role of Self-Enhancement
Jingjing Ma, Peking University
David Dubois, INSEAD, France
Fei Jin, Peking University
The Upside of Immorality: The Signal Value of Offensive Producer Behavior
Amit Bhattacharjee, Erasmus University Rotterdam, The Netherlands
Jonathan Zev Berman, London Business School, UK
Gizem Yalcin, Erasmus University Rotterdam, The Netherlands
Losing Fast or Slow? Preferences for Uncertainty Resolution
Kurt P. Munz, New York University, USA
Alixandra Barasch, New York University, USA