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The influence of the beauty of advertising models on female preadolescent and adolescent self-perceptions, self-esteem, and brand intentions: A longitudinal study
Abstract
Using social comparison theory as a basis, this dissertation proposes that female preadolescents and adolescents compare their physical attractiveness to that of advertising models. While studies have begun to investigate the effects of beauty images in advertising, this dissertation considers the role of one's motive for comparison: self-evaluation, self-improvement, or self-enhancement. It is proposed that the temporary effects of beauty images in advertising may not merely accumulate over time, but that they may differ from the long-term effects. A two-stage data collection was conducted to assess both the temporary and long-term effects. In phase one of the data collection, an experiment was conducted with females in grades four, six, and eight from public schools in the Midwest. A between-subjects design was used to assess the temporary effects. Dependent variables included self-perceptions of physical attractiveness and body image, desired body image, future desired body image, self-esteem, comparison standards for physical attractiveness, and intentions to consume adornment products. The results of the analyses suggest that motive does play a role in the comparison process as differential effects on self-perceptions were found across motives and across grades. For example, self-perceptions of physical attractiveness were raised temporarily after self-improvement. In phase two of the data collection, the long-term effects of the advertising images of beauty were assessed using partial correlations. Frequencies of occurrence of each motive (measured at Time 1) were correlated with the dependent variables (measured at Time 2) while controlling for measures of the dependent variables taken at Time 1. These results suggest that motives are differentially related to long-term changes in the dependent variables. For example, self-perceptions of physical attractiveness are negatively related to the frequency of comparison for self-evaluation or self-improvement while they are positively related to the frequency of comparison for self-enhancement.
Subject Area
Marketing|Womens studies
Recommended Citation
Martin, Mary C, "The influence of the beauty of advertising models on female preadolescent and adolescent self-perceptions, self-esteem, and brand intentions: A longitudinal study" (1995). ETD collection for University of Nebraska-Lincoln. AAI9536620.
https://digitalcommons.unl.edu/dissertations/AAI9536620