Influence of socio-cultural pressure on internalization of the thin body ideal and the effect of fitness advertising endorsers (thin versus overweight/realistic)

António Azevedo*, Ângela Azevedo

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

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 languageEnglish
Title of host publicationUniting 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
EditorsAna Maria Soares, Beatriz Casais
PublisherSpringer Nature
Pages201-222
Number of pages22
ISBN (Electronic)9783031290206
ISBN (Print)9783031290190
DOIs
Publication statusPublished - 2023
Event21st International Congress on Public and Nonprofit Marketing, IAPNM 2022 - Braga, Portugal
Duration: 7 Jul 20228 Jul 2022

Publication series

NameSpringer Proceedings in Business and Economics
ISSN (Print)2198-7246
ISSN (Electronic)2198-7254

Conference

Conference21st International Congress on Public and Nonprofit Marketing, IAPNM 2022
Country/TerritoryPortugal
CityBraga
Period7/07/228/07/22

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