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

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Abstract

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.

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  1. Marketing-Department, Freie Universität Berlin, Otto-von-Simson-Str. 19, 14195, Berlin, Germany

    Martin Eisend & Jana Möller

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  1. Martin Eisend
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  2. Jana Möller
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Correspondence to Martin Eisend.

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Eisend, M., Möller, J. The influence of TV viewing on consumers' body images and related consumption behavior. Market Lett 18, 101–116 (2007). https://doi.org/10.1007/s11002-006-9004-8

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  • DOI: https://doi.org/10.1007/s11002-006-9004-8

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