Body Image of Pakistani Consumers
This paper examines how media exposure, self esteem, and religiosity in uence body image of Pakistan consumers.The underpinning of this study is based on Social Comparison Theory with two additional variables (religiosity and self es- teem) for understanding understand consumer attitude towards...
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Main Authors: | , |
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Format: | E-Article |
Language: | English |
Published: |
Journal of Management Sciences
2014
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Subjects: | |
Online Access: | http://ir.unimas.my/id/eprint/8619/1/Body%20Image%20of%20Pakistani%20Consumers%20%28abstract%29.pdf http://ir.unimas.my/id/eprint/8619/ http://www.researchgate.net/publication/264311587_Body_Image_of_Pakistani_Consumers |
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Summary: | This paper examines how media exposure, self esteem, and religiosity
in
uence body image of Pakistan consumers.The underpinning of this study is based
on Social Comparison Theory with two additional variables (religiosity and self es-
teem) for understanding understand consumer attitude towards body image. A self
administered questionnaire was used. 193 persons responded at mall intercepts. The
Conceptual framework was empirically tested through SEM. A positive relationship be-
tween exposure to media and body image was found while negative in
uence was found
between self esteem and body image. No relationship was found between religiosity and
body image. The results showed mixed outcomes as compared to past studies. The scope
of this study is limited to one city only and hence the �nding could not be generalized.
Future researcher may use a larger sample drawn throughout Pakistan, and by examin-
ing whether body image perception varies ethnically, age and gender. Media exposure
is a�ecting the traditional norms and values of Pakistan culture and body image. The
obsessions of the media and thin body image have to be controlled and this requires
policy changes. Corporate sector might take initiative by not selecting ultra thin mod-
els. They might also sponsors public service messages showing ill e�ects of being ultra
thin, and showing that the ultra thin models are not real but is results of artworks and
camera angles. Social Comparison Theory with two addition variable religiosity and
self esteem has been successfully extended/empirically tested in the domain of Pakistan
culture. |
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