Social and Behavioral Sciences Commons^™

Effects Of Fashion Ads On Young Adults' Physical Self-Assessments, Michaela Engdahl

Master's Theses (2009 -)

This study examined the effects of fashion advertisements on young adults' physical self-assessments, including mood, leadership role selection, body esteem, and attributional style. Two hundred seventy seven participants, including 110 men and 167 women completed a series of questionnaires. Results indicated that both men and women who were exposed to images of same-sex physical exemplars responded with an externalizing attributional style after imagining a hypothetical "bad" blind date. Men's reported mood was consistent with their cognitive judgment, indicative of having engaged in the self-serving bias, while women's mood was discordant with their externalization of the event. Gender differences and similarities …