Experimental evidence that activewear retail imagery elicits physiological, attentional and self-reported markers of body image threat in women

Online apparel retail imagery is a prominent threat to women’s body image, particularly segments such as activewear which emphasize the value of women’s bodies. In a within-subjects experiment, we exposed women (N = 128) to imagery randomly selected from activewear, casualwear and homewares websites and measured their gaze behavior, physiological arousal, as well as subjective emotional states and body image ratings. Exposure to activewear retail imagery elicited significantly lower body image ratings, a higher negative emotional state, and a lower positive emotional state compared to the other website imagery conditions. Physiological arousal was significantly higher for both apparel imagery conditions compared to the homewares imagery condition. Body biased gaze behavior was significantly higher for the activewear imagery condition compared to the casualwear imagery condition. Notably, body shame moderated the self-reported but not the physiological experimental effects, such that women with higher body shame experienced stronger adverse changes in their body image and emotional state ratings following activewear exposure. Correlations revealed that self-reported experimental responses to activewear imagery were strongly associated with self-objectification, appearance comparison, disordered eating and body image coping attitudes. Thus, exposure to popular apparel may play a role in maintaining maladaptive body image attitudes and behaviors in women.