Abstract
Exposing young females to attractive images of other females led to higher levels of purchase intentions of cosmetic/fashion goods provided the females are materialistic. Furthermore viewing of such images lowered their self-esteem, and if the attractive images were also similar to the respondents, negative psychological states ensue: they experienced higher levels of envy, and lower levels of self-evaluation. All these effects were observed without forced exposure images and without asking respondents to compare themselves.
Original language | English |
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Title of host publication | ICORIA Madrid 2010 |
Place of Publication | Madrid, Spain |
Publisher | ESIC Editorial |
Pages | 1-10 |
Number of pages | 10 |
ISBN (Print) | 9788473567053 |
Publication status | Published - 2010 |
Event | International Conference on Research in Advertising (9th : 2010) - Madrid, Spain Duration: 25 Jun 2010 → 26 Jun 2010 |
Conference
Conference | International Conference on Research in Advertising (9th : 2010) |
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City | Madrid, Spain |
Period | 25/06/10 → 26/06/10 |