Using a recently developed measure of extrinsic contingency focus (ECF; Williams, Schimel, Hayes & Martens, 2009), four studies were conducted to examine the relationship between extrinsic contingency focus and the extent to which individuals strive to meet the social ideals shown in advertising media. In Study 1 it was found that ECF predicted participants' desire for the image oriented aspects of consumer products. Study 2 demonstrated the moderating effects of ECF on women's food consumption and preference for healthy foods following exposure to thin models. Study 3 showed that ECF also moderated reactions to idealized body images among males who were exposed to idealized images. Study 4 extended the results of the previous studies, by demonstrating that reactance to idealized images among low ECF women can be limited by affirming the intrinsic self. The implications of these findings relative to a multifaceted conceptualization of self-esteem and the use of idealized images in media are discussed.
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