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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This scenario exemplifies marketing communications aiming to influence a consumer's level of self-esteem. By presenting a relatable situation (struggling to fit into an old bathing suit), the ad taps into personal feelings about body image and self-perception, encouraging the consumer to take action (lose weight) to improve their self-esteem.

If a Female Consumer Sees an Ad About a Woman