If a female consumer sees an ad about a woman who can no longer fit in her old bathing suit, the consumer might think about her own situation and make a personal pledge to lose some weight before summer arrives. This would be an example of marketing communications that attempt to influence a consumer's level of .

Question

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Self-esteem is the level of regard that a person has for themselves. The ad is attempting to influence the consumer's self-esteem by making them feel bad about their own body and by suggesting that they need to lose weight in order to be happy.

If a Female Consumer Sees an Ad About a Woman