تلخیص
This paper examines how media exposure, self-esteem, and religiosity
influence body image of Pakistan consumers. The underpinning of this study is based
on Social Comparison Theory with two additional variables (religiosity and self-esteem)
for understanding consumer attitude towards body image. A self-administered questionnaire was used. 193 persons responded at mall intercepts. The Conceptual framework
was empirically tested through SEM. A positive relationship between exposure to media
and body image was found while negative influence was found between self-esteem and
body image. No relationship was found between religiosity and body image. The results
showed mixed outcomes as compared to past studies. The scope of this study is limited
to one city only and hence the findings could not be generalized. Future researcher
may use a larger sample drawn throughout Pakistan, and examine whether body image perception varies with ethnicity, age and gender. Media exposure is affecting the
traditional norms and values of Pakistan culture and body image. The obsession of
the media and thin body image have to be controlled and this requires policy changes.
Corporate sector might take initiative by not selecting ultra-thin models. They might
also sponsor public service messages showing ill effects of being ultra-thin, and showing
that the ultra-thin models are not real but are results of artwork and camera angles.
Social Comparison Theory with two addition variable religiosity and self-esteem has
been successfully extended/empirically tested in the domain of Pakistani culture.
Tariq Jalees, Ernest C de Run. (2014) Body Image of Pakistani Consumers, Journal of Management Sciences, Volume 1, Issue 1.
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