Skip to Navigation

Amitava Chattopadhyay


Amitava Chattopadhyay
Emerging Market Multinationals - Amitava Chattopadhyay


You Are Most Vulnerable When You Are Not Mindful

Across three studies, we examined the impact of exposure to idealized female images, blatantly versus subtly, on females’ self-evaluations after exposure, as well as attitude towards brands endorsed by models with these idealized body images, in marketing communications. We theorized and showed that blatant exposure can elicit defensive coping, leading to a more positive self-evaluation and a lower brand attitude toward a brand endorsed by a model with an idealized body image.  When exposure is subtle, however, idealized body images lead to lowered self-evaluations and increased evaluations of endorsed brands.

  Jan 8, 2013 | Papers - Journals / Conferences




THEMES


SHARE

 


     


    Recent Tweets



    Sat, 25 Jun @ 08:43 am

    It's so sad. America one step closer to a Christian fundamental state. That is a frightening thought. https://t.co/dBAhL9NeGX

    via Twitter for Android
    Sat, 25 Jun @ 08:41 am

    Welcome to @IndiGo6E. All kinds of checks in system to force you to pay more! It's legal but consumer perception of… https://t.co/MHvnIC6ECl

    via Twitter for Android
    Sat, 25 Jun @ 08:38 am

    RT @rchowdhri: I understand that cos need to be profitable, but not with unreasonable customer experience. @IndiGo6E will not allow you me…

    via Twitter for Android
    Sat, 25 Jun @ 08:17 am

    Totally agree. This ruling simply makes it worse for poor women and families. #FundamentalismRising in @USA https://t.co/qaREOCGvIN

    via Twitter for Android
    Sat, 25 Jun @ 08:15 am

    Holland Village branch. This wait is quite normal. The coupon really annoyed me. It's disrespectful. So rubbing sal… https://t.co/9V1AjizYdq

    via Twitter for Android
    Thu, 23 Jun @ 06:43 am

    After waiting an hour for service at @dbsbank I was offered a $5 coupon, redeemable at Sheng Siong supermarket, to… https://t.co/jAfKVsmUzO

    via Twitter for Android

      Close About Papers Cases Books Teaching Musings Media Gallery Ask Amitava