Social Comparison, Self-Esteem and Women’s Satisfaction with Appearance: a Macromarketing Issue

Abstract

A study of the relationship between womenʇs self-esteem, satisfaction with appearance and age was conducted, which challenged current popular notions concerning the role of marketing in creating appearance dissatisfaction in older women. The older subjects exhibited lower self-esteem, but were more satisfied with their appearance, while younger subjects had higher self-esteem but lower appearance satisfaction.