The imaginary intrasexual competition: Advertisements featuring provocative female models trigger women to engage in indirect aggression

Bonnefon, Jean-François and Borau, Sylvie (2017) The imaginary intrasexual competition: Advertisements featuring provocative female models trigger women to engage in indirect aggression. Journal of Business Ethics. pp. 1-19. (In Press)

Full text not available from this repository.
Official URL: http://tse-fr.eu/pub/32209

Abstract

Recent research suggests that women react to idealized female models in advertising as they would react to real-life sexual rivals. Across four studies, we investigate the negative consequences of this imaginary competition on consumers’ mate-guarding jealousy, indirect aggression, and drive for thinness. A meta-analysis of studies 1–3 shows that women exposed to an idealized model report more mate-guarding jealousy and show increased indirect aggression (i.e., derogation and social exclusion), but do not report a higher desire for thinness. Study 4 replicates these findings and reveals that the main driver of aggression is the sexually provocative attitude of the model (a signal of a flirting behavior and of sexual availability), rather than her thin body size. The ethical implications of these findings for advertising are discussed in light of recent concerns about female bullying, online, and in the workplace.

Item Type: Article
Language: English
Date: July 2017
Refereed: Yes
Uncontrolled Keywords: Advertising models, Derogation, Intrasexual competition, Mate-guarding jealousy, Provocative attitude, Slut-shaming
Subjects: B- ECONOMIE ET FINANCE
Divisions: TSE-R (Toulouse)
Site: UT1
Date Deposited: 13 Apr 2018 13:39
Last Modified: 16 May 2018 14:14
OAI ID: oai:tse-fr.eu:32209
URI: http://publications.ut-capitole.fr/id/eprint/25764

Actions (login required)

View Item View Item