The nature of the social comparison that occurs when a consumer uses these marketing images as a benchmark is likely different than the social comparison that occurs when a consumer sees advertisements for products that use professional models.

Question

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The social comparison with marketing images using "average" consumers is often based on a more relatable or attainable standard, whereas comparison with professional models can be based on idealized, often unattainable standards, affecting the nature and impact of the comparison.

The Nature of the Social Comparison That Occurs When a Consumer