Media objectification and women clothing buying behavior: Social comparison and self-gratification as mediators

Abstract

The aim of the current research is to explore the mediating role of self-gratification and social comparison in explaining the relationship between media objectification and clothing buying behavior in women. For this purpose, correlational research design was employed using 400 female participants within the age ranges of 18-29 selected by convenient sampling. The data was collected using developed questionnaire. The results from Pearson Product Moment correlation highlighted that media objectification (MO) was found to be strongly related with self-gratification (SG), social comparison (SC) and clothing buying behavior (CBB) in women. The results from Path Analysis using AMOS highlighted the mediating role of SC and SG in explaining the relationship of media objectification with women clothing buying behavior. The finding from the study highlighted that besides media objectification in predicting women clothing buying behavior, SC and SG also plays significant roles, these results fills the gaps in the literature pertaining to clothing buying behavior.