The effect of manipulated body image on self-confidence, self-disclosure, service dissatisfaction

Abstract

This study investigates the impact of manipulated body image on self-concept and the tolerance towards service failures. Specifically, it explores how the body shape of avatars can influence users’ self-confidence, self-disclosure and, and subsequent consumer behavior when confronted with service failures. This study employed a between-subject experiment involving 124 participants, utilizing a 2 (avatar ownership; self-avatar vs. other-avatar) x 2 (avatar’s body size; fat vs. normal). The manipulation of body image was conducted within a web environment, and participants’ self-concept and responses to service failures were examined in two scenarios: a cyber dating scenario and service failure scenario at a restaurant. This study found that in cyber dating scenarios, participants assigned to avatars with a fat body shape reported a less degree of self-confidence compared to participants assigned to avatars with a normal shape. In addition, participants assigned to avatars with fat body shape expressed higher levels of dissatisfaction with the service failures. This dissatisfaction was more pronounced when the service failure involved social service failures (e.g., an unfriendly waiter) compared to the non-social service failures (e.g., menu unavailability). Theoretical and practical implications are discussed.