Social Comparison and the Idealized Images of Advertising
- 1 June 1991
- journal article
- research article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 18 (1) , 71-83
- https://doi.org/10.1086/209242
Abstract
This article reviews theories that might explain how advertising causes dissatisfaction with the self. It is hypothesized that consumers compare themThis publication has 3 references indexed in Scilit:
- Five kinds of self‐knowledgePhilosophical Psychology, 1988
- Self-discrepancy: A theory relating self and affect.Psychological Review, 1987
- The Credibility of Physically Attractive Communicators: A ReviewJournal of Advertising, 1982