The Automatic effects of social comparison on purchase intentions

Lawrence Ang, Ricknee Sim

    Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

    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 languageEnglish
    Title of host publicationICORIA Madrid 2010
    Place of PublicationMadrid, Spain
    PublisherESIC Editorial
    Pages1-10
    Number of pages10
    ISBN (Print)9788473567053
    Publication statusPublished - 2010
    EventInternational Conference on Research in Advertising (9th : 2010) - Madrid, Spain
    Duration: 25 Jun 201026 Jun 2010

    Conference

    ConferenceInternational Conference on Research in Advertising (9th : 2010)
    CityMadrid, Spain
    Period25/06/1026/06/10

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  • Cite this

    Ang, L., & Sim, R. (2010). The Automatic effects of social comparison on purchase intentions. In ICORIA Madrid 2010 (pp. 1-10). Madrid, Spain: ESIC Editorial.