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Japanese Teenage Girls - Their Ad-Inspired Social Comparison Behavior and Perceptions of Women's Roles

Nancy J. Nentl

This study examines ad-inspired social comparison behavior among a sample of Japanese teenage girls and the psychological variables that predict the behavior. It investigates whether comparison activities may be associated with how the girls perceive the importance of having a career and getting married, and the importance of physical attractiveness and intelligence in the roles of career woman and homemaker. The findings indicate that a fair percentage of the girls do engage in comparison with models in ads. Furthermore, these girls were more likely to perceive having a career and getting married as important. They were also more likely to perceive physical attractiveness as important for both the social roles of career woman and homemaker, and intelligence as important for the role of homemaker. The need for social approval was found to be the most significant predictor of comparison behavior.

Key Words: advertising • Japanese teenage girls • social comparison • women's roles

International Communication Gazette, Vol. 63, No. 1, 25-40 (2001)
DOI: 10.1177/0016549201063001003


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