I7. Male Spokespeople: Antecedents and Consequences of Social Comparison

This study demonstrated that highly attractive male spokespeople revealing muscles or gazing directly at viewers evoked upward comparisons and stronger envy emotions from male consumers. Stronger relative benign envy facilitates advertising effects. Female image and beauty type moderate the formation of envy. Results contribute to social comparison and envy theories.


Hsuan-Yi Chou, Xing-Yu (Marcos) Chu, and Chieh-Wen Cheng (2018) ,"I7. Male Spokespeople: Antecedents and Consequences of Social Comparison", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 902-902.


Hsuan-Yi Chou, National Sun Yat-sen University
Xing-Yu (Marcos) Chu, Nanjing University
Chieh-Wen Cheng, National Sun Yat-sen University


NA - Advances in Consumer Research Volume 46 | 2018

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