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Abstract ▼ AI-Helper

The purpose of this research is to examine the unintended consequences of idealized advertising image(celebrity and typical consumer model) on consumer"s self"-evaluation(self perception of physical attractiveness) in terms of moderating effects of self-esteem and gender. According to the 2(self-est...

The purpose of this research is to examine the unintended consequences of idealized advertising image(celebrity and typical consumer model) on consumer"s self"-evaluation(self perception of physical attractiveness) in terms of moderating effects of self-esteem and gender. According to the 2(self-esteem: high versus low)×2(gender: male versus female) factorial design, approximately 120 college students participated the experiments. Results showed that subjects in low self-esteem and female group were tend to show lower evaluation of their physical attractiveness when exposed to idealized advertising image of physical attractiveness. This was more significant especially in subjects exposed to celebrity of advertising than that of typical consumer. It can be concluded that there might be an unintended consequences of idealized advertising image from the view point of social context.

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