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



    Sun, 11 Nov @ 03:56 am

    S#$&*d fu#$%rs have nothing better to do. Just rabid dogs! How about the economy? Hope these as$%^&es lose! "U.P.… https://t.co/U1mMdIdTja

    via Hootsuite Inc.
    Thu, 08 Nov @ 04:36 pm

    Taking riding lessons in San Jose, Costa Rica! https://t.co/twzyEa09EM

    via Instagram
    Wed, 07 Nov @ 07:43 pm

    There have been numerous tin pot dictators. Now there is a #tinpotpresidentTrump. SAD!"Mid-term election results:… https://t.co/brJyD31ssJ

    via Hootsuite Inc.
    Tue, 06 Nov @ 01:31 pm

    If #BJP could move beyond just words, might be a future for India. Renaming cities and using empty slogans like… https://t.co/Rrces4dfaX

    via Hootsuite Inc.
    Sun, 04 Nov @ 01:21 am

    Arribada! Thousands of Olive Ridley turtles arriving on the Ostional beach in Costa Rica to lay eggs. https://t.co/u1kDQTQzaT

    via Instagram
    Wed, 31 Oct @ 04:12 am

    Relieved. Win-win. Puts #RSS, #BJP, #MODI, and #AMITSHAH on back foot. "Trump’s regret lands Centre in protocol dif… https://t.co/GjU7NysBEK

    via Hootsuite Inc.

      Close About Papers Cases Books Teaching Musings Media Gallery Ask Amitava