LA COMPARAISON SOCIALE AVEC LES FEMMES MANNEQUINS : UN FACE À FACE STIMULANT OU DANGEREUX ? CROYANCES D’EFFICACITÉ ET INTENTION COMPORTEMENTALE D’ACHAT

Authors

  • Miruna Radu Enseignant-chercheur en entrepreneuriat à Advancia (CCIP). Groupe de recherche en psychologie de la communication (Paris III – Sorbonne Nouvelle)

Keywords:

advertising, impact, social comparison, self-efficacy, behavioural intention

Abstract

 advertisements for slimming beauty products currently stage extremely thin beautiful models. This persuasion strategy, favouring upward comparison, sometimes fails to trigger buying behaviour intentions. In fact, social comparison (be it upward, similar or downward) iconic strategies can only work at that level if they secure belief in both objective efficacy (or outcome expectation) and subjective efficacy (or self-efficacy). This effect is mediated in turn by the personal involvement (strong vs weak) of female readers and by the framing (positive vs negative) of slogans.

Published

2023-01-06

How to Cite

Miruna Radu. (2023). LA COMPARAISON SOCIALE AVEC LES FEMMES MANNEQUINS : UN FACE À FACE STIMULANT OU DANGEREUX ? CROYANCES D’EFFICACITÉ ET INTENTION COMPORTEMENTALE D’ACHAT. COMMUNICATION & MANAGEMENT, (1). Retrieved from https://journaleska.com/index.php/cm/article/view/7917

Issue

No. 1 (2006): CM

Section

Articles