School for Mass Communication Research (SMCR), Faculty of Social Sciences, KU Leuven.
Research Foundation Flanders (FWO-Vlaanderen).
J Health Psychol. 2023 Sep;28(10):913-928. doi: 10.1177/13591053231152012. Epub 2023 Feb 24.
This experiment with 363 Irish and Flemish men aged 19 to 30 years ( = 23.56, SD = 2.36) investigated exposure to different male model ads (i.e. muscular, slim, plus-size, overall diversity, and no models) on well-being (i.e. body image, low body fat and muscularity attitudes, self-objectification, and self-esteem) and advertising outcomes (i.e. ad attitudes, brand attitudes, and purchase intent). Moderation effects of country and masculinity (i.e. dominance, winning) were investigated. The diversity condition generated more positive effects for low body fat attitudes than the muscular, slim, and no model conditions. Yet, no differences appeared for this outcome between the diversity and plus-size condition. No effects for the other well-being and advertising variables were found. Moderation analyses revealed higher purchase intent in the slim condition for men high in dominance. No effects were found for country and winning. Findings suggest that non-idealized models have protective effects for some men.
本实验对 363 名年龄在 19 至 30 岁的爱尔兰和佛兰芒男性（均龄=23.56，标准差=2.36）进行了研究，考察了不同男性模特广告（即肌肉型、苗条型、加大型、整体多样化和无模特）对幸福感（即身体形象、低体脂和肌肉态度、自我客体化和自尊）和广告效果（即广告态度、品牌态度和购买意愿）的影响。还考察了国家和男子气概（即支配、胜利）的调节作用。多样性条件对低体脂态度的影响比肌肉型、苗条型和无模型条件更为积极。然而，在这种结果上，多样性条件和加大型条件之间没有差异。对于其他幸福感和广告变量，没有发现任何影响。调节分析显示，对于支配欲强的男性，在苗条条件下的购买意愿更高。对于国家和胜利，没有发现任何影响。研究结果表明，非理想化的模特对一些男性有保护作用。
