ERIC Number: ED400572
Record Type: Non-Journal
Publication Date: 1996-Aug
Reference Count: N/A
Where the Boys Are: Ad-Inspired Social Comparisons among Male and Female Teens.
Nentl, Nancy J.; Faber, Ronald J.
A study explored the degree to which males and females engage in social comparisons and the underlying factors that comprise and relate to social comparisons with advertising images for both boys and girls. Data were gathered from a sample of 225 females and 214 males between the ages of 15 and 18 from a midwestern high school. The same survey was administered to both boys and girls. This scale of social comparison contained 18 items reflective of the information and evaluation dimensions of the construct. Public self-consciousness and self-esteem were also measured. Satisfaction with appearance was measured with a set of 4 items logically derived for the purposes of this study. Tendency to fantasize was measured by a 4-item set of questions. Consistent with expectations, the frequency with which girls engage in ad-inspired social comparison was dramatically higher than that reported by boys. Considering that beauty is an admirable and enviable attribute for women in this society (ingrained at an early age), and that beauty is a salient attribute in many ads, it is not surprising that girls are more intrigued by and more interactive with ads that feature ideal beauty forms than are boys. Comparing personal beauty with the model's is more or less typical for many teenage girls, but atypical for boys. The effect of comparison behavior varies with girls and boys; gender plays a critical role in individual responses to advertising. (Contains 4 tables of data and 23 references.) (NKA)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A