Intrasexual Competition and Advertising: How Evolution Influences Advertising Efficacy and Consumer Well-Being

The purpose of this paper is to integrate the findings of evolutionary psychology in better understanding the effects of exposition to idealized female models on both advertising efficacy and women’s individual well-being. After briefly reviewing sexual selection theory, this paper presents the results of two studies. Study 1 uncovers that some women do consider female models in advertising as potential rivals. Study 2 shows that respondents experience stronger female competitiveness when exposed to an idealized model than a non-idealized model. Results also reveal that participants who feel intrasexual competition with an idealized model perceive it as less congruent with the product category and less reliable. These women also feel higher levels of bodyfocused anxiety and lower levels of positive emotions.