Body Image of Pakistani Consumers

Abstract

This paper examines how media exposure, self-esteem, and religiosity in uence 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 question- naire 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 in uence 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 fndings 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 ecting 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 eects 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.