Media exposure, social comparison and self-discrepancy: A model of prediction of fashion clothing involvement

The current study theoretically connects media exposure and fashion clothing involvement within a predictive model that positions social comparison as mediator and self-discrepancy as moderator. A sample of 500 people aged between 18 and 30 was randomly selected in a southern metropolis in China. Analysis results have teased out the net contribution of media exposure to fashion clothing involvement. They also show that social comparison processes mediate the relationship between media exposure and fashion clothing involvement; self-discrepancy moderates the relationship which in turn is mediated by social comparison. Individuals with high levels of self-discrepancy experience more negative emotions from comparison to thin-ideal image in fashion media than those with low levels. Theoretical implications on mechanisms underlying internalization and the use of social norms are discussed in relation to self-related theories.