Following and Resisting Body Image Ideals in Advertising: The Moderating Role of Extrinsic Contingency Focus.
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| Title: | Following and Resisting Body Image Ideals in Advertising: The Moderating Role of Extrinsic Contingency Focus. |
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| Authors: | Williams, Todd J. (AUTHOR), Schimel, Jeff (AUTHOR), Hayes, Joseph (AUTHOR), Usta, Murat (AUTHOR) |
| Source: | Self & Identity. Jul2014, Vol. 13 Issue 4, p398-418. 21p. |
| Subjects: | Body image, Body image in mass media, Self-esteem, Contingency (Philosophy), Affirmations (Self-help), Interpersonal relations, Body image in literature |
| Abstract: | Extrinsic contingency focus reflects people's tendency to derive self-esteem by meeting socially (versus personally) defined standards. Three studies examined the relationship between extrinsic contingency focus (ECF) and responses to social ideals. The results of Studies 1 and 2 showed that exposure to advertisements that contained idealized body images led high-ECF participants to engage in behaviors directed toward the attainment of the ideal. For low-ECF participants, exposure to this type of advertisement led to behaviors aimed at resisting the social ideal. Study 3 showed that self-affirmation reduced striving to meet and resist social ideals among high- and low-ECF individuals. Implications of these findings relative to the body image literature and directions for future research are discussed. [ABSTRACT FROM PUBLISHER] |
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| Database: | Psychology and Behavioral Sciences Collection |
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| Abstract: | Extrinsic contingency focus reflects people's tendency to derive self-esteem by meeting socially (versus personally) defined standards. Three studies examined the relationship between extrinsic contingency focus (ECF) and responses to social ideals. The results of Studies 1 and 2 showed that exposure to advertisements that contained idealized body images led high-ECF participants to engage in behaviors directed toward the attainment of the ideal. For low-ECF participants, exposure to this type of advertisement led to behaviors aimed at resisting the social ideal. Study 3 showed that self-affirmation reduced striving to meet and resist social ideals among high- and low-ECF individuals. Implications of these findings relative to the body image literature and directions for future research are discussed. [ABSTRACT FROM PUBLISHER] |
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| ISSN: | 15298868 |
| DOI: | 10.1080/15298868.2013.836133 |
