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Social comparison research suggests that people seek upward comparisons if the achievement seems attainable, but avoid them if it appears unattainable. This experiment (N = 169) manipulated attainability by presenting body-improvement articles about dieting/exercising (experimental group) or body-unrelated articles (control group). Social comparison choices were recorded through selective advertisement exposure, as participants browsed a computerized magazine with both “ideal body” ads and “regular person” ads. Body satisfaction was measured before and after exposure. Body-dissatisfied readers in the control group circumvented ideal body ads compared to satisfied readers. Body-dissatisfied participants in the experimental group viewed ideal body images longer than in the control group. No impact of ideal body imagery exposure on body satisfaction was found.
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Knobloch‐Westerwick et al. (2011) studied this question.
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