Cette recherche utilise la théorie de la comparaison sociale pour tester si l'image d'un modèle modifiée par ordinateur a un impact sur L'évaluation du produit ainsi que sur l'estime de soi des jeunes filles. Les résultats de deux expérimentations indiquent que l'usage d'une image retouchée par ordinateur augmente la probabilité d'achat du produit. De plus, les sujets sont prêts à payer plus pour le même produit lorsqu'ils sont exposés à une photo retouchée par ordinateur que lorsqu'ils voient une photo non modifiée. Par ailleurs, les effets sociaux de ces images sont également importants. En effet, les jeunes filles aléatoirement exposées à l'image retouchée déclarent avoir une plus faible estime de soi, moins d'assurance dans leurs relations sociales, ainsi qu'une plus grande envie de changer d'apparence physique que celles exposées à une photo non retouchée. Un avertissement texte expliquant que la photo a été retouchée par ordinateur ne change pas ces effets (études 1 et 2), alors qu'un avertissement graphique réduit les effets négatifs d'une photo retouchée (étude 2). Les implications pour les publicitaires ainsi que pour les auto-rités publiques de la santé sont présentées.
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