Market Lett (2007) 18:101–116 DOI 10.1007/s11002-006-9004-8 The inﬂuence of TV viewing on consumers’ body images and related consumption behavior Martin Eisend · Jana M¨ oller Received: 22 April 2006 / Accepted: 31 July 2006 / Published online: 9 September 2006 C  Springer Science + Business Media, LLC 2006 Abstract Based on cultivation theory, self-concept theories, and gender research, this study investigates the inﬂuence of TV viewing on female and male consumers’ perceived body images and related consumption behavior. The results show that TV viewing biases social perceptions of body images; however, TV viewing does not impact men’s consumption behavior. For women, in contrast, TV viewing increases the real–ideal self discrepancy, which, in turn, leads to consumption behavior in order to achieve ideal bodies. For both groups, TV viewing increases body dissatisfaction; also, general beliefs about body images inﬂuence related behavior. The results provide some interesting contributions to theory and practice. Keywords Cultivation theory . Body images . Media effects . Beauty-related consumption The beauty industry is one of the most prosperous sectors in today’s developed economies. Consumers invest considerable amounts of their income in clothing, cos- metics, and treatments to preserve or renew their attractiveness. Particularly plastic surgery has become very popular over the last years, and more and more people accept surgery invasion for aesthetic reasons. For instance, the number of plastic surgeries in Germany has increased by about 38% from 2003 to 2004 (www.gacd.de). Despite the economic relevance of the topic, little research has been done from a consumer research perspective in order to understand these phenomena and the processes that could explain consumer behavior towards beauty products and treatments. Previous research provides evidence for the impact of the exposure to body images in the media on related outcome variables. Communication studies have shown that media consumption plays a crucial role in inﬂuencing body images and body satisfaction (e.g., Field et al., 1999; Groesz et al., 2002; Levine and Smolak, 2002; McGin- nis et al., 2006; Tiggemann, 2002). Advertising studies have revealed support that M. Eisend () · J. M¨ oller Marketing-Department, Freie Universit¨ at Berlin, Otto-von-Simson-Str. 19, 14195 Berlin, Germany e-mail: eisend@zedat.fu-berlin.de Springer