“Therapeutic Advertising”: When Do Female Consumers Really Benefit?

Herzog, Daniela; Malär, Lucia; Krohmer, Harley (26 February 2015). “Therapeutic Advertising”: When Do Female Consumers Really Benefit? In: The 2015 SCP Winter Conference. Phoenix. 26.-28.02.2015.

This research examines whether female consumers benefit from brand strategies that attempt to decrease their self-discrepancies by setting more realistic ideals (i.e., therapeutic advertising, such as Body Shop, Aerie, and Always). The results of our preliminary study reveal that therapeutic advertising leads to stronger self-conscious emotions than idealistic advertising. More specifically, it leads to stronger emotions of both pride and shame. However, the latter only holds true for female consumers low in self-liking and high difficulties in abandoning unattainable goals. Female consumers who like themselves and are able to abandon unattainable goals do not feel more ashamed when being exposed to therapeutic advertising compared to idealized advertising. These findings have implications for marketing managers and policy makers.

Item Type:

Conference or Workshop Item (Poster)


03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Innovation Management > Marketing

UniBE Contributor:

Herzog, Daniela, Malär, Lucia Andrea, Krohmer, Harley


600 Technology > 650 Management & public relations




Daniela Herzog

Date Deposited:

19 May 2015 14:12

Last Modified:

02 Mar 2023 23:26



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