Understanding the Effects of Physical Images on Viewers in Social Comparison Contexts: A Multi-study Approach

Leaning on social comparison and social identity theoretical frameworks, we investigate how exposure to physical images in two social comparison contexts [i.e., print media (Study 1) and social media (Study 2)] influences viewer’s self-concept-related responses. Study 1 suggests that viewers’ closeness with the print ad model enhances satisfaction with their physical attractiveness when exposed to very attractive, compared to moderately attractive models. Using Facebook, Study 2 indicates users pursue horizontal physical comparisons more so than either upward or downward comparisons, with self-enhancement as an influential motive; also, when users’ narcissistic expression regarding a self-picture is evident, their view of themselves inflates compared to users who sidestepped posting a narcissistic expression about their self-picture. By understanding effects of physical images on viewers across IMC-linked social comparison settings, promotion strategists are in a better position to employ effective aspects of related cues in ad campaigns to generate desired brand-related and behavioral responses.