The Exposure Effects of Online Model Pictures and Weight-Related Persuasive Messages on Women’s Weight-Loss Planned Behaviors

Abstract

This study examined how exposure to pictures of women with different body sizes (thin, obese), physical attractiveness levels (attractive, unattractive), along with exposure to weight-related messages (pro-anorexia, anti-anorexia) embedded in a fashion website affected female participants’ planned behavior toward weight loss. Participants exposed to attractive model pictures showed higher intentions, attitudes, and subjective norms to lose weight compared with unattractive models. Additionally, participants exposed to thin and attractive model pictures indicated the highest attitudes and self-efficacy to lose weight, whereas those exposed to thin and unattractive model pictures indicated the lowest. Furthermore, weight-related messages moderated the effect of model appearance (body size and attractiveness) on controllability of weight-loss activities. However, website pictures’ body size differences had no main effects on planned behavior toward weight loss. These effects are discussed in the light of social comparison mechanisms.

Acknowledgments

The authors would like to thank Mary David, Grace Kaufman, and Taylor Meyer for their assistance in coding data.