Defensive reactions to slim female images in advertising: The moderating role of mode of exposure

Across three studies, we examined the impact of exposure to idealized female images, blatantly vs. subtly, on females’ self-evaluations, as well as attitude towards brands endorsed by the models with these idealized body images, in marketing communications. We theorized and showed that blatant exposure can elicit defensive coping, leading to a more positive self-evaluation and a lower brand attitude toward a brand endorsed by a model with an idealized body image. When exposure is subtle, however, idealized body images lead to lowered self-evaluations and increased evaluations of endorsed brands.

► The use of idealized body images in marketing communications can backfire.
► Blatant exposure to idealized body images can elicit defensive coping.
► Defensive coping leads to a more positive self-evaluation.
► Defensive coping leads to a lower attitude toward a brand endorsed by a model with an idealized image.
► Subtle exposure to idealized images leads to lower self-views and higher endorsed brand attitudes.