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ISSN : 1229-8778
In this study, the consentaneity of model-viewer body image and the level of upward comparison were examined to see whether they have impact on explicit and implicit brand attitudes. As a result, explicit brand attitudes showed significant interaction effect. People who comparing more with the thin model showed more favorable explicit attitude when their body image unmatches to the model's. On the other hand, people who comparing less with the thin model showed more favorable explicit attitude when their body image matches to the model's. In addition, to see how well does explicit and implicit attitude seperately predict the purchase intention, the regression analyses were conducted. Both explicit attitudes and implicit attitudes, each significantly predicted purchase intentions. And predictive validity even increased when explicit attitudes and implicit attitudes are taken together.
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