Assessing the What Is Beautiful Is Good Stereotype

Authors: Iris Vermeir Dieneke Van de Sompel

Publish Date: 2013/10/23

Volume: 37, Issue: 2, Pages: 205-233

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Abstract

This paper investigates 1 whether the physical attractiveness stereotype applies to children 2 whether children’s selfperception is influenced by the attractiveness of an advertising model 3 whether children’s attitudes towards an ad and buying intentions for a nonbeautyrelated product are influenced by the attractiveness of an advertising model and 4 whether age affects 1 2 and 3 Results of two experimental studies with respectively 8–9yearold N = 75 and 12–13 year old N = 57 girls and boys confirm the presence of the physical attractiveness stereotype in children The presence of a moderately attractive vs less attractive model has a negative influence on general selfworth for 8–9yearold boys but not for girls nor for 12–13yearold children Exposure to a moderately attractive vs less attractive model also has a positive influence on perceived physical appearance of 8–9yearold girls but this effect does not occur for boys nor for 12–13yearolds The studies also show that moderately attractive vs less attractive models increase attitudes and buying intentions for 8–9yearolds but not for 12–13yearold boys and girls

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