신체이미지와 관련된 기존 연구들에 따르면 매력적인 신체이미지가 상반된 효과를 낳을 수 있다. 예를 들어 Grabe, Ward와 Hyde(2008) 등의 연구에서는 매력적인 이미지가 긍정적인 효과를 유발한다고 제시하였다. 반면 Argo, White와 Dahl(2006) 등의 연구에서는 매력적인 이미지가 부정적인 효과를 유발한다고 제시하였다. 이에 본 연구에서는 경쟁적 상황이라는 새로운 변수를 제시하고 매력적인 광고모델의 효과에 대해 살펴보았으며, 또한 제품유형에 따라 이러한 효과가 어떻게 달라지는지 살펴보았다. 그 결과, 비경쟁적 상황에서는 비 매력적인 모델보다는 매력적인 모델의 효과가 더 크게 나타났으며 경쟁적 상황에서는 매력적인 모델보다 비 매력적인 모델의 효과가 더 크게 나타났다. 또한 이러한 효과는 실용적인 제품보다는 쾌락적인 제품에서 더 유효하였다. 이는 경쟁적 맥락하에서 매력적인 신체적 이미지의 광고모델이 의도하지 않은 효과를 발생시킬 수 있다는 사실과 이 효과는 제품의 유형에 따라 달리 나타날 수 있다는 사실을 보여주고 있다.
According to prior research on body image, attractive body image induces the contradicting effect. For example, Grabe, Ward and Hyde(2008) suggested that attractive body image led to positive effects. Yet Argo, White and Dahl(2006) suggested that attractive body image led to negative effects. Thus, the current research suggested a moderating varibale, competitive context, to investigate the influence of attractive ad model on product evaluation. The results revealed that the attractive ad model led more favorable evaluation in noncompetitive context than in competitive context. By contrast, non-attractive ad model led more favorable evaluation in competitive context than in noncompetitive context. And these results may be differed by the type of product.
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