Projects per year
Abstract
This paper discusses the influence of socio-cultural pressure on internalization of the thin body ideal and the effect of endorser’s appearance (thin versus overweight) mediated by self-congruency. The intersection of body image and fitness advertising processing is a gap that remains unexplored by marketing researchers. An online questionnaire framed a within-subjects study design, with two scenarios simulating a fitness print advertisement, which assessed the following constructs: Body Mass Index; Socio-cultural Attitudes Towards Appearance Scale-4 (SATAQ-4), Body Appreciation Scale (BAS-2), perceived efficacy of physical exercise, self-congruency between the respondent and the endorsers, purchase intention, and the willingness to pay for a monthly gym membership fee. A GLM repeated measures analysis and a Structural Equation Model for each scenario supported the hypotheses claiming the influence of BAS-2 and SATAQ-4 on the outcomes of the advertising processing (perceived efficacy of the physical exercise, purchase intention, and willingness to pay for gym classes). The mediating role of consumers’ self-congruency (similarity) with the endorsers was also confirmed. The paper provides several recommendations for fitness advertisers, stressing the social responsibility role in enhancing positive body appreciation and preventing the stigmatization bias against obese people.
Original language | English |
---|---|
Title of host publication | Uniting marketing efforts for the common good - a challenge for the fourth sector - selected papers from XXI International Congress on Public and Nonprofit Marketing IAPNM 2022 |
Editors | Ana Maria Soares, Beatriz Casais |
Publisher | Springer Nature |
Pages | 201-222 |
Number of pages | 22 |
ISBN (Electronic) | 9783031290206 |
ISBN (Print) | 9783031290190 |
DOIs | |
Publication status | Published - 2023 |
Event | 21st International Congress on Public and Nonprofit Marketing, IAPNM 2022 - Braga, Portugal Duration: 7 Jul 2022 → 8 Jul 2022 |
Publication series
Name | Springer Proceedings in Business and Economics |
---|---|
ISSN (Print) | 2198-7246 |
ISSN (Electronic) | 2198-7254 |
Conference
Conference | 21st International Congress on Public and Nonprofit Marketing, IAPNM 2022 |
---|---|
Country/Territory | Portugal |
City | Braga |
Period | 7/07/22 → 8/07/22 |
Fingerprint
Dive into the research topics of 'Influence of socio-cultural pressure on internalization of the thin body ideal and the effect of fitness advertising endorsers (thin versus overweight/realistic)'. Together they form a unique fingerprint.Projects
- 1 Active
-
CEFH: Centre for Philosophical and Humanistic Studies
Soares da Silva, A. (PI), Nobre, B. (Researcher), Melo, A. M. M. (Researcher), Dias, P. C. (Researcher), Balsas, Á. (Assistant Professor), Pereira, A. (Researcher), Lind, A. G. (Researcher), Azevedo, Â. (Researcher), Leite, Â. (Researcher), Pinto, A. P. (Researcher), Henriques, M. (Researcher), Gonçalves, A. (Researcher), Maia, B. R. (Researcher), Cardoso, C. P. (Researcher), Estevão, C. (Researcher), Morais, C. B. (Researcher), Morujão, C. (Researcher), Macedo, C. D. C. M. (Researcher), Costa, E. C. V. (Researcher), Morgado, E. (Researcher), Raguso, F. (Researcher), Oliveira, F. (Researcher), Bolinhas, I. (Researcher), Oliveira, Í. M. (Researcher), Silva, J. A. O. C. D. (Researcher), Pinto, J. C. O. (Researcher), Braga, J. P. (Researcher), Martins, J. C. D. O. (Researcher), Lopes, J. M. M. (Researcher), Lóia, L. (Researcher), Gil, M. M. (Researcher), Antunes da Cunha, M. (Researcher), Pimentel, M. C. (Researcher), Pulido, M. (Researcher), Lopes, M. J. F. (Researcher), Magalhães, L. (Researcher), Gonçalves, M. (Researcher), Peixoto, R. (Researcher), Novais, R. A. (Researcher), Dimas, S. (Researcher), Afonso, S. (Researcher), Relvas, S. R. (Researcher), Filho, A. L. S. (Student), Antunes, A. (Student), Galvão, A. I. (Student), Lemos, C. F. D. L. R. (Student), Tages, E. (Student), Lima, J. B. C. (Student), Vale, M. J. P. M. M. D. (Student), Moura, M. (Student), Oliveira, P. (Student), Batista, R. B. (Student), Cunha, R. (Student), Costa, S. (Student), Fernandes, S. (Student), Souza, T. P. D. (Student), Mevis, A. (Student), Abrantes, A. M. (Researcher), Salazar, A. M. P. L. (Researcher), Pessôa, C. (Researcher), Duque, J. M. (Researcher), Rodrigues, A. (Researcher), Esteves, A. (Researcher), Silva, C. V. D. (Researcher), Marques, E. (Researcher), Andrade, J. G. (Researcher), Expósito, N. (Researcher), McDade, P. (Researcher), Petrella, S. (Researcher), Gouveia, S. S. (Researcher), Gama, J. (Emeritus Professor), Castillo, J. A. G. D. (Researcher), Brito, J. H. S. D. (Emeritus Professor), Pinto, J. R. C. (Emeritus Professor), Júnior, M. G. S. (Emeritus Professor), Lobo, F. (Researcher), Garcia, M. R. D. S. (Emeritus Professor), Mota, S. M. (Researcher), Mineiro, A. (Researcher), López-Sánchez, C. (Student), Costa, C. S. (Student), Mamas, C. (Researcher), Rodrigues, C. D. J. M. (Student), Coutinho, E. R. M. (Student), Albuquerque, E. (Student), Brunetto, G. M. (Student), Mello, H. (Student), Júnior, H. D. A. (Researcher), Bazmandegan, M. (Student), Brandão, M. C. (Student), Forjaz, M. J. B. P. (Student), Abraçado, J. (Student), Oliveira, M. R. D. (Student), Rúbio, M. G. (Student), Akoni-Mensah, M. (Student), Rocha, R. B. D. (Student), Tralhão, C. (Researcher), Costa, A. (Researcher) & Silva, S. (PI)
1/01/20 → 31/12/24
Project: Research