Advertising-Induced Social Comparison and Body-Image Satisfaction: The Moderating Role of Gender, Self-Esteem and Locus of Control

Abstract

The impact of advertising-induced social comparison on two measures of body-image satisfaction (fitness satisfaction and attraction satisfaction) and purchase intent was examined using a 2 (gender) x 2 (self-esteem) x 2 (comparison direction) X 2 (locus of control) factorial ANOVA design. The results support previous findings on adverse impact of social comparisons but suggest that the effect depends on the type of satisfaction measured. Gender differences were also found, with females being more affected by upward comparisons. Purchase intent was dependent on locus of control, with internal locus subjects responding more favorably to the product.