Extrinsic contingency focus and reactions to idealized body images in advertising media

• Author / Creator

  Williams, Todd John

• Using a recently developed measure of extrinsic contingency focus (ECF; Williams, Schimel, Hayes & Martens, 2009), four studies were conducted to examine the relationship between extrinsic contingency focus and the extent to which individuals strive to meet the social ideals shown in advertising media. In Study 1 it was found that ECF predicted participants’ desire for the image oriented aspects of consumer products. Study 2 demonstrated the moderating effects of ECF on women’s food consumption and preference for healthy foods following exposure to thin models. Study 3 showed that ECF also moderated reactions to idealized body images among males who were exposed to idealized images. Study 4 extended the results of the previous studies, by demonstrating that reactance to idealized images among low ECF women can be limited by affirming the intrinsic self. The implications of these findings relative to a multifaceted conceptualization of self-esteem and the use of idealized images in media are discussed.

• Subjects / Keywords

  • Media
  • Extrinsic Contingency Focus
  • Idealized Body Images
  • Consumer behaviour
  • Self-Esteem
  • Advertising

• Graduation date

  Fall 2009

• Type of Item

  Thesis

• Degree

  Doctor of Philosophy

• DOI

  https://doi.org/10.7939/R3HP59

• License

  This thesis is made available by the University of Alberta Libraries with permission of the copyright owner solely for non-commercial purposes. This thesis, or any portion thereof, may not otherwise be copied or reproduced without the written consent of the copyright owner, except to the extent permitted by Canadian copyright law.