Experimental evidence that activewear retail imagery elicits physiological, attentional and self-reported markers of body image threat in women.

Online apparel retail imagery is a prominent threat to women's body image, particularly segments such as activewear which emphasize the value of women's bodies. In a within-subjects experiment, we exposed women (N = 128) to imagery randomly selected from activewear, casualwear and homewares websites and measured their gaze behavior, physiological arousal, as well as subjective emotional states and body image ratings. Exposure to activewear retail imagery elicited significantly lower body image ratings, a higher negative emotional state, and a lower positive emotional state compared to the other website imagery conditions.