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ISSN : 1229-8778
The purpose of this study was to explore the relationships among body values(Gim et al. 2006, 2007), appearance orientation(Brown, Cash, & Mikulka, 1990), & sociocultural attitude toward appearance (Heinberg, Thompson, & Stomer, 1995). Two competing models were established based on theoretical and empirical findings. In the research model, appearance orientation and SATA hypothesized to mediate the effects of body values on appearance-related behaviors. Instead in a competing model, body values and appearance orientation hypothesized to mediate the effects of SATA on the behaviors. 242 female data were gathered by a questionnaire. LISREL analysis showed that the model fit and the parsimoniousness of the research model were better than those of the competing model.
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