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Forschungsergebnis (Zeitschriftenartikel)

Martin Eisend, Jana Möller: The Influence of TV Viewing on Consumers’ Body Images and Related Consumption Behavior

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.

Autor Martin Eisend, Jana Möller
Titel des Aufsatzes The Influence of TV Viewing on Consumers’ Body Images and Related Consumption Behavior
Jahr 2007
Zeitschrift Zeitschrift Marketing Letters
Ausgabe / Nummer 18/1-2
Ranking B (VHB-Jourqual 2.1 (2011))
Seiten 101-116

Einordnung in die Universitätsstruktur

Fakultät Wirtschaftswissenschaftliche Fakultät
Lehrstuhl Professur für Betriebswirtschaftslehre, insbesondere Marketing

Bibliographische Angabe

Martin Eisend, Jana Möller: The Influence of TV Viewing on Consumers’ Body Images and Related Consumption Behavior. In: Marketing Letters 18/1-2, 2007, S. 101-116.