The Effects of Idealized Advertising Imagery on Social Comparisons,Psychological and Emotional Outcomes,and Consumer Vulnerability: A Conceptual Model |
| |
Authors: | Stevie Watson Cassandra D. Wells Elania Jemison Hudson |
| |
Affiliation: | 1. University of Dayton , Dayton, Ohio, USA;2. Morehouse College , Atlanta, Georgia, USA |
| |
Abstract: | This article integrates marketing and social psychology theories and findings into a conceptual model that describes the conditions for which idealized advertising images induce positive (or negative) consumer outcomes. Extending Bessenoff's moderated mediation model, the authors propose that: (1) effect of social comparison on the relationship between exposure to idealized advertising images and psychological/emotional outcomes will be moderated by internalization of ideals and self-discrepancy; (2) effect of psychological/emotional outcomes on the relationship between social comparison and consumer vulnerability will be moderated by attainability of ideals; and (3) product claims should moderate the relationship between psychological and emotional outcomes and consumer vulnerability. |
| |
Keywords: | advertising attainability of ideals consumer vulnerability image moderated mediation model product claims self-discrepancy theory social comparison theory |
|
|