Media Consumption and the Construction of Consumer Reality of Body Images

Based on cultivation research, we investigate the influence of TV viewing on perceived body images and related consumption behavior. The results of our study show that TV viewing biases social perception of body images but it shows no behavioral influences for men. For women, TV viewing increases the real-ideal self discrepancy which in turn enhances the likelihood of consump-tion behavior in order to achieve ideal bodies. For both groups, TV viewing increases body dissatisfaction; also, general beliefs about body images influ-ence related behavior. The results provide some interesting contributions to theory and practice.


Martin Eisend and Jana Moller (2006) ,"Media Consumption and the Construction of Consumer Reality of Body Images", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: .


Martin Eisend, Freie Universitaet Berlin, Germany
Jana Moller, Freie Universitaet Berlin, Germany


AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006

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