Impact of television advertisement on unhealthy weight control behaviors and eating disorders: mediating role of body image

Abstract

This research is conducted to analysis the impact of Television Advertisement on Unhealthy Weight Control Behaviors and Eating Disorder with the mediating role of Body Image. The research is conducted to analyze the mediating impact of body image satisfaction on the relation of other variables. This research is conducted from the urban population of Rawalpindi and Islamabad. A Total of 280 questionnaires were floated in the population, out of which 267 were received back. The data was analyzed by employing correlation dn regression analysis. The results showed that body image partially mediates the relationship between Television Advertisement and Unhealthy Weight Control Behaviors and fully mediate the relationship between Television Advertisement and Eating Disorder. This research will help marketers to analyze the dynamics of advertisement and also in understanding the negative outcomes of their certain practices.