Inspiration or deflation? How feeling similar or dissimilar to a model changes the direction of social comparison in restrained eaters

Abstract

The aim of the present studies was to examine the influence of slim and plus size body images on restrained eaters’ self-evaluation. Previous research found inconsistent effects of exposure to body images on self-evaluation. I argue that these inconsistencies can be explained by differences in the role of perceived similarity. In line with hypotheses, the results of two studies measuring perceived similarity revealed that, when they are confronted with models, restrained eaters’ self-evaluation depends on their perceived similarity to the model. Restrained eaters with high perceived similarity showed more positive self-evaluations when they viewed an advertisement featuring a slim model, compared to a plus size model. Restrained eaters with low perceived similarity showed more negative self-evaluations when they viewed an advertisement featuring a slim model, compared to a plus size model. As expected, unrestrained eaters’ self-evaluation was unaffected by perceived similarity, because weight and shape are not relevant for them.