Breaking the circle: Challenging Western sociocultural norms for appearance influences young women's attention to appearance-related media

Paying attention to thin media models may negatively affect women's self-evaluation. This study aimed to reduce the amount of attention that young women give to appearance-related information by challenging the sociocultural norms for appearance, and studied the moderating role of self-esteem. Seventy-one college women either received norm-confirming, norm-challenging, or no information regarding the sociocultural norms for appearance. Subsequently, participants’ visual attention to appearance-related and neutral advertisements was measured using an eye-tracker. The results demonstrate that when no information or norm-confirming information was received, women with lower self-esteem paid more attention to the appearance-related advertisements than women with higher self-esteem. Importantly however, when norm-challenging information was received, women with lower self-esteem paid significantly less attention to the appearance-related ads than women with lower self-esteem who did not receive this manipulation. These findings indicate that challenging the sociocultural norms for appearance can attenuate the amount of attention women give to appearance-related media.

► This study aimed to reduce the amount of attention that women give to appearance-related media. ► This was done by challenging and opposing the sociocultural norms for appearance. ► Attention to neutral and appearance-related ads was assessed using an eye-tracker. ► Low self-esteem (SE) women paid more attention to appearance-related ads than high SE women. ► This attentional bias was absent when the sociocultural norms for appearance were challenged.