The Match-Up Hypothesis Revisited: A Social Psychological Perspective

Basit Öğe Kaydı
dc.WoS.categoriesCommunicationen_US
dc.authorid0000-0002-9731-6532en_US
dc.contributor.authorLevi, Eser
dc.contributor.authorVarnalı, Kaan
dc.contributor.authorTosun, Nurhan Babur
dc.date.accessioned2021-03-12T09:10:44Z
dc.date.available2021-03-12T09:10:44Z
dc.date.issued2017
dc.description.abstractDrawing on the social psychology literature, two studies are presented that examine the role of self-esteem and body-esteem in driving the effect of using highly attractive female imagery in ads targeting women. In two 2 x 2 experiments, model physical attractiveness and product category are manipulated. The results indicate that (1) while highly attractive female models perform better in the ads of attractiveness-related products, moderately attractive female models work better in the ads of non-attractiveness-related products and (2) self-esteem and body esteem play a significant role on how female imagery in ads relate to advertising effectiveness. We found rather consistent yet statistically insignificant evidence for the proposition that low self-and body esteem amplifies the reversal effect predicted by the "match-up hypothesis."en_US
dc.fullTextLevelFull Texten_US
dc.identifier.scopusqualityQ4en_US
dc.identifier.urihttps://hdl.handle.net/11411/3388
dc.identifier.wosWOS:000390929600001en_US
dc.identifier.wosqualityQ4en_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.language.isoenen_US
dc.nationalInternationalen_US
dc.numberofauthors3en_US
dc.pages278-300en_US
dc.publisherUSC ANNENBERG PRESSen_US
dc.relation.ispartofINTERNATIONAL JOURNAL OF COMMUNICATIONen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectthe match-up hypothesisen_US
dc.subjectwomenen_US
dc.subjectself-esteemen_US
dc.subjectbody esteemen_US
dc.subjectadvertising effectivenessen_US
dc.titleThe Match-Up Hypothesis Revisited: A Social Psychological Perspective
dc.typeArticle
dc.volume11en_US

Dosyalar

Orijinal paket
Listeleniyor 1 - 1 / 1
Küçük Resim
Ä°sim:
2017 WOS Levi-Varnalı.pdf
Boyut:
612.92 KB
Biçim:
Adobe Portable Document Format
Açıklama:
Ä°ndir
Lisans paketi
Listeleniyor 1 - 1 / 1
Küçük Resim Yok
Ä°sim:
license.txt
Boyut:
1.71 KB
Biçim:
Item-specific license agreed upon to submission
Açıklama:
Ä°ndir

Koleksiyon

Faculty of Communication
Web of Science Indexed Publications