Model Looks, Motives, and Affective Outcomes

被引:3
|
作者
Dickinson-Delaporte, Sonia [1 ]
Ford, John B. [2 ]
Gill, Donna
机构
[1] Curtin Univ, Perth, WA 6845, Australia
[2] Old Dominion Univ, Norfolk, VA USA
关键词
comparison motives; advertising; Beauty types; effects; PHYSICAL ATTRACTIVENESS; SOCIAL COMPARISONS; UNINTENDED CONSEQUENCES; MEDIATING ACCEPTANCE; AFFECTIVE RESPONSES; BEAUTY TYPES; SELF-ESTEEM; IMAGES; WOMEN; ADVERTISEMENTS;
D O I
10.1177/1077699014527454
中图分类号
G2 [信息与知识传播];
学科分类号
05 ; 0503 ;
摘要
Highly attractive models are intended to impact psychologically on message receivers and improve awareness, expectations, attitudes, beliefs, and advertising effectiveness; however, benefits accrue in only particular situations. This study examines how advertising triggers affect when comparison motive is paired with a particular model beauty type. Qualitative work preceded empirical study, which involved use of three types of model beauty (classic, sexual, and cute), two comparison motives (self-evaluation headline and self-improvement headline), and two product contexts (problem-solving and enhancement). Female university students (N = 1,170) were surveyed with findings indicating that viewers do react differently depending on the beauty type, with evidence of an interaction between beauty type and comparison motive.
引用
收藏
页码:357 / 374
页数:18
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