A replication and expansion of the exposure effects of online model photos and social comparison goals on planned behaviors and self-efficacy to lose weight

Abstract

This study replicated and expanded social comparison theory predictions in regard to how exposure to online models and explicit comparison goals affected planned behaviors and self-efficacy to lose weight in men and women. A 2 (models’ attractiveness: more attractive vs less attractive) × 2 (models’ weight status: lower vs higher) × 2 (explicit social comparison instructions: present vs absent) × 2 (gender: female vs male) factorial design was adopted ( N = 418). Women and men exposed to online photos of more attractive models reported higher planned behaviors to lose weight relative to those who were exposed to photos of less attractive models, thus replicating previous research. Participants exposed to more attractive and higher weight models reported higher self-efficacy to lose weight relative to those exposed to more attractive and lower weight models. Contrary to the prediction, women who did not receive social comparison instructions showed higher planned behaviors to lose weight relative to women who were instructed to explicitly compare themselves against the models. The study discusses implications for social comparison research and avenues for future inquiry.