Preliminary support for links between media body ideal insecurity and women's shoe and handbag purchases

Abstract

Two studies examined the relationship between women's insecurity-arousing comparisons with female models and shoe/handbag ownership. Idealized media images appear capable of threatening some women's sense of attractiveness and it may be that as a result, accessorizing becomes particularly appealing because it helps increase physical attractiveness without drawing attention to one's figure, the object of the threatening comparisons. In Study 1 (N=922), a correlational study, the more women reported that they feel insecure when they see attractive female models, the more shoes they tended to own. In Study 2 (N=286), we manipulated whether women saw images of attractive female models or not. The more women exhibited insecurity following exposure to the images of attractive models, the more shoes and handbags they tended to own. In both studies, these effects did not hold for ownership of trousers, an item of clothing that draws attention toward one's body.