Self-concept clarity and appearance-based social comparison to idealized bodies

Exposure to images of idealized bodies in the media has been shown to increase body dissatisfaction among women. One of the mechanisms through which exposure influences body dissatisfaction is appearance-based comparison with the people in the images. The present study tested the hypothesis that individuals low in self-concept clarity (i.e., individuals who lack a clear sense of their own identity) would be more likely to compare themselves to images of thin models, and would consequently experience greater body dissatisfaction. White female participants (N = 489) were exposed to either images featuring idealized bodies or neutral control images, and then indicated the extent to which they compared their appearance to that of the targets and reported their level of body dissatisfaction. A moderated-mediation model showed that the effect of exposure condition on body dissatisfaction via appearance comparison to the targets depended on the participant's level of self-concept clarity. Those with lower self-concept clarity engaged in greater comparison when exposed to idealized images relative to control images, leading to greater post-exposure body dissatisfaction. These findings suggest that low self-concept clarity might increase vulnerability to the negative effects of exposure to idealized media images.