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ISSN : 1229-8778
Although the practice of highly attractive models(HAM) may be effective from a marketing standpoint, physical attractiveness and the “thin ideal” is a very sensitive issue for many women. The self-concepts of many female adolescents stem primarily from their senses of physical attractiveness, and a woman's global self-esteem also seems to be related to her own physical attractiveness. The importance of physical attractiveness prompts many women to compare themselves with the images of physical perfection, thinness, and beauty found in advertising. Researchers have established that some women compare themselves with the idealized images in advertising and that some women who compare themselves with these HAMs may experience negative feelings as a result. This study tries to extract negative emotion in consumer's response about HAMs. Until now, main research findings of advertisement are that HAMs, such as, ultra-thin, beauty, ideal models, have best effects in ads. But there are no effects in many studies, even several studies have negative emotions about HAMs. Therefore, the goal of this study is to extract negative emotions through FGI and depth interviews. As a result, first, consumers have negative emotions, such as envy, jealousy, psychological distance. Second, this negative emotions are not necessary to have no sales amounts. Though consumers have negative emotions, they want to follow or imitate the attractive models to cover psychological costs. An objection to the psychology of envy, jealousy, psychological distance might state that we have taken three common words, envy, jealousy, psychological distance, given them idiosyncratic meaning, and proceeded to weave a general psychology around them. When a person experiences envy, jealousy, psychological distance, these functions are cued to advantage seeking or advantage preservation. To take note of a lack of, or to seek to preserve, advantage in life are prime organismic motives. If we have prime organismic motives, then there might be a psychology reflective of them. Vignette methodology was used that, for the first time, manipulated envy, jealousy, and psychological distance factorially, a technique designed to overcome insensitivity caused by the frequent co-occurrence of those kinds of emotions. This technique also permitted manipulation of these affective states while avoiding any use of their semantic imprecise verbal labels.
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