Marketing Letters

, Volume 18, Issue 1–2, pp 101–116 | Cite as

The influence of TV viewing on consumers' body images and related consumption behavior

  • Martin Eisend
  • Jana Möller


Based on cultivation theory, self-concept theories, and gender research, this study investigates the influence of TV viewing on female and male consumers' perceived body images and related consumption behavior. The results show that TV viewing biases social perceptions of body images; however, TV viewing does not impact men's consumption behavior. For women, in contrast, TV viewing increases the real–ideal self discrepancy, which, in turn, leads to consumption behavior in order to achieve ideal bodies. For both groups, TV viewing increases body dissatisfaction; also, general beliefs about body images influence related behavior. The results provide some interesting contributions to theory and practice.


Cultivation theory Body images Media effects Beauty-related consumption 


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Copyright information

© Springer Science+Business Media, LLC 2006

Authors and Affiliations

  1. 1.Marketing-DepartmentFreie Universität BerlinBerlinGermany

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