This research builds on Social Comparison Theory to predict that a computer-enhanced photo of a model will have an impact on product evaluation and young girls' self-esteem. The results of two experiments show that a computer-enhanced photo will increase the product purchase intention. Moreover, girls are willing to pay more for the product when they are exposed to a computer-enhanced photo than when they see a non-enhanced photo. However, the social drawbacks can be significant. For instance, girls exposed to a computer-enhanced photo declare lower self-esteem, lower social assurance, and a greater desire to change their physical appearance than girls exposed to the same non-enhanced photo. A text warning message explaining that the photo has been computer-enhanced does not change these effects (studies 1 and 2), while a graphic warning reduces the negative effects of a computer-enhanced photo (study 2). The implications for advertising and health regulators are discussed.
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