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- Title
Intercultural insights on the impact of different non-idealized models on men's body image and advertising perceptions.
- Authors
de Lenne, Orpha; Mahon, Ciara; Eggermont, Steven; Smits, Tim; Hevey, David; Vandenbosch, Laura
- Abstract
This experiment with 363 Irish and Flemish men aged 19 to 30 years (M = 23.56, SD = 2.36) investigated exposure to different male model ads (i.e. muscular, slim, plus-size, overall diversity, and no models) on well-being (i.e. body image, low body fat and muscularity attitudes, self-objectification, and self-esteem) and advertising outcomes (i.e. ad attitudes, brand attitudes, and purchase intent). Moderation effects of country and masculinity (i.e. dominance, winning) were investigated. The diversity condition generated more positive effects for low body fat attitudes than the muscular, slim, and no model conditions. Yet, no differences appeared for this outcome between the diversity and plus-size condition. No effects for the other well-being and advertising variables were found. Moderation analyses revealed higher purchase intent in the slim condition for men high in dominance. No effects were found for country and winning. Findings suggest that non-idealized models have protective effects for some men.
- Subjects
BELGIUM; IRELAND; WELL-being; MASCULINITY; SOCIAL dominance; MEN'S health; SKELETAL muscle; ANALYSIS of variance; SELF-perception; FEMININITY; SOCIAL norms; MATHEMATICAL models; AGE distribution; MULTIVARIATE analysis; ADVERTISING; LEANNESS; RANDOMIZED controlled trials; HEALTH attitudes; THEORY; QUESTIONNAIRES; CHI-squared test; EMPLOYMENT; DESCRIPTIVE statistics; SCALE analysis (Psychology); ANALYSIS of covariance; RESEARCH funding; INTENTION; BODY mass index; STATISTICAL sampling; BODY image; ADIPOSE tissues; EDUCATIONAL attainment
- Publication
Journal of Health Psychology, 2023, Vol 28, Issue 10, p913
- ISSN
1359-1053
- Publication type
Article
- DOI
10.1177/13591053231152012