Feeling Fit and Looking Good: The Impact of Materialism, Peer Approval and Sex Appeal on Youth Consumer Perceptions towards Fitness Studio Advertising

Abstract

This paper addresses young Malaysian consumers’ perceptions and marketplace behaviour through advertising for aspirational and lifestyle consumption. The aim is to study the impact of aspirational advertising on materialism, peer approval, sex appeal, and body image. The literature review uses marketing and social theories, while the appeals of emotional advertising will be discussed through a case study analysis examining how Malaysian fitness advertisements on digital and social media impact youth attitudes towards physical appearance and through capturing emotional experiences and their association with materialistic values, peer approval and self-image. Findings present a cultural perspective in understanding the current standards of ethical decision-making and what factors are relevant as lifestyle aspects of ethical choices and decision-making for fitness brands among youth consumer market segments. It was found that aspirational advertising for fitness brands in Malaysia is designed to build perceptions that personal consumption choices represent values such as social and peer approval, with less emphasis on materialistic values and body image. This demonstrates that advertising may influence some aspects of materialist, aspirational consumption choices, but peer pressure and cultural values have strong implications on youth consumption behaviour. Some practical recommendations are suggested for marketing practitioners and consumer behaviour researchers to invest, in optimising the power of social media marketing and advertising.