The Match-Up Hypothesis Revisited: A Social Psychological Perspective
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Tarih
2017
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
USC ANNENBERG PRESS
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Drawing on the social psychology literature, two studies are presented that examine the role of self-esteem and body-esteem in driving the effect of using highly attractive female imagery in ads targeting women. In two 2 x 2 experiments, model physical attractiveness and product category are manipulated. The results indicate that (1) while highly attractive female models perform better in the ads of attractiveness-related products, moderately attractive female models work better in the ads of non-attractiveness-related products and (2) self-esteem and body esteem play a significant role on how female imagery in ads relate to advertising effectiveness. We found rather consistent yet statistically insignificant evidence for the proposition that low self-and body esteem amplifies the reversal effect predicted by the "match-up hypothesis."
Açıklama
Anahtar Kelimeler
the match-up hypothesis, women, self-esteem, body esteem, advertising effectiveness
Kaynak
INTERNATIONAL JOURNAL OF COMMUNICATION
WoS Q DeÄŸeri
Q4
Scopus Q DeÄŸeri
Q4
