... that target adolescents. Influence Mass media Celebrities Consumer psychology Social roles China Social comparison has been an important concept in the study of how consumers process idealized advertising images and form self‐evaluation (Gulas and McKeage, 2000 ; Richins, 1991). Originally...

... to herself, the narrative self‐referencing is less vulnerable to weak argumentations than common analytical thinking (Escalas, 2007). Video Mass media Narratives Consumer behaviour Storytelling Marketing communications Noah took a photo of himself every day … for six years … Then he put...

.... The findings explore what this means at increasing levels of personal relevance and the influence of communication sources to create, sustain or mediate perceptions of this phenomenon. © Emerald Group Publishing Limited 2008 Communication Mass media Qualitative research Risk analysis Online...