How Advertising Beauty Influences Children’s Self-Perception and Behavior

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Author(s): Iris Vermeir (Ghent University, Belgium)and Dieneke Van de Sompel (Ghent University, Belgium)
Copyright: 2014
Pages: 21
Source title: Dynamics of Competitive Advantage and Consumer Perception in Social Marketing
Source Author(s)/Editor(s): Avinash Kapoor (Management Development Institute (MDI), India)and Chinmaya Kulshrestha (Management Development Institute (MDI), India)
DOI: 10.4018/978-1-4666-4430-4.ch014

Keywords: Business Science Reference / Marketing and Consumer Behavior / Media & Communications / Social Networking

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Abstract

The authors investigate (1) whether the physical attractiveness stereotype applies to children, (2) whether children’s self-perception is influenced by the attractiveness of an advertising model, (3) whether children’s buying intentions are influenced by the attractiveness of an advertising model, and (4) whether age, gender, and materialism affect (1), (2), and (3). Results of an experimental research (N=185) confirm the presence of the “what is beautiful is good” stereotype in children. Attractive (versus less attractive) models were also perceived to be less likely to follow the rules. Contrary to expectations from research in adult samples, the presence of an attractive (versus less attractive) model has a positive influence on perceived physical appearance for both boys and girls and also a positive influence on general self-worth for girls. The authors also found that attractive (versus less attractive) models increase attitudes and buying intentions for boys, but not for girls. No effects of age and materialism were found.

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How Advertising Beauty Influences Children’s Self-Perception and Behavior

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