Perceptual Behaviour And Purchase Intention Of Women About Personal Appearance – Evidence From India

Abstract

Many of the models shown in advertising may be utilised to make false comparisons among themselves. The results of social comparison theory show that the more comparisons people make, the more unhappiness they have with their own appearance. There seems to be a gender difference in how men and women compare themselves to media images. According to studies, males are less likely than women to make upward comparisons with media models. For the person making the comparison, these comparisons nearly invariably result in negative feelings and self-evaluations. Behavioral intention for looking like a model and the pressure through advertisement on the respondents are considered as factors that makes the women to improve their personal appearances. Silhouette scale is used to measure the body dissatisfaction of the respondents. Visiting Gym and exercising are considered as important body investment practices. Respondents doing exercise regularly are having better behavioral intention and they also feel the pressure of advertisements.