Feeling Bodies in Marketing: Aesthetics, Emotions and Gender

Gender is deeply embedded in marketing ideology, and it continues to be a topic of concern in the marketing academy. There is little attention paid by marketers, however, to related studies in other fields on aesthetic labour and emotional labour in relation to gender issues, despite the commonalities and intersections between them. This article seeks to incorporate aesthetic labour and emotional labour into the gender and marketing discussion. It concludes by calling for greater critical awareness of gender as a dominant motif in our ideologies, discourses and practices in marketing, offering suggestions for empirical research into this important topic.

Observed bodies generate object-based spatial codes

Contemporary studies of spatial and social cognition frequently use human figures as stimuli. The interpretation of such studies may be complicated by spatial compatibility effects that emerge when researchers employ spatial responses, and participants spontaneously code spatial relationships about an observed body. Yet, the nature of these spatial codes – whether they are location- or object-based, and coded from the perspective of the observer or the figure – has not been determined. Here, we investigated this issue by exploring spatial compatibility effects arising for objects held by a visually presented whole-bodied schematic human figure. In three experiments, participants responded to the colour of the object held in the figure’s left or right hand, using left or right key presses. Left-right compatibility effects were found relative to the participant’s egocentric perspective, rather than the figure’s. These effects occurred even when the figure was rotated by 90 degrees to the left or to the right, and the coloured objects were aligned with the participant’s midline. These findings are consistent with spontaneous spatial coding from the participant’s perspective and relative to the normal upright orientation of the body. This evidence for object-based spatial coding implies that the domain general cognitive mechanisms that result in spatial compatibility effects may contribute to certain spatial perspective-taking and social cognition phenomena.

Bodies in Nature: Associations between Exposure to Nature, Connectedness to Nature, and Body Image

Here, we sought to replicate previous work showing a relationship between connectedness to nature and body appreciation, and extend it by examining associations between exposure to natural environments and other body image-related variables. An online sample of 399 U.S. women and men (Mage = 34.55 years) completed measures of body appreciation, connectedness to nature, nature exposure, appearance investment, sociocultural attitudes toward appearance, and self-esteem. Path analysis showed that nature exposure and connectedness to nature, respectively, were associated with body appreciation in women and men, both directly and indirectly via self-esteem. Connectedness to nature also mediated the link between nature exposure and body appreciation. In men, but not women, the link between connectedness to nature and body appreciation was also mediated by appearance investment and internalisation of a muscular ideal. These results may point to novel methods for promoting more positive body image in adults through engagement with nature.