Following and Resisting Body Image Ideals in Advertising: The Moderating Role of Extrinsic Contingency Focus

Extrinsic contingency focus reflects people's tendency to derive self-esteem by meeting socially (versus personally) defined standards. Three studies examined the relationship between extrinsic contingency focus (ECF) and responses to social ideals. The results of Studies 1 and 2 showed that exposure to advertisements that contained idealized body images led high-ECF participants to engage in behaviors directed toward the attainment of the ideal. For low-ECF participants, exposure to this type of advertisement led to behaviors aimed at resisting the social ideal. Study 3 showed that self-affirmation reduced striving to meet and resist social ideals among high- and low-ECF individuals. Implications of these findings relative to the body image literature and directions for future research are discussed.