Exposure to media images of the 'body-perfect' ideal has been partly blamed for the pursuit of thinness among women and muscularity among men. Research has largely overlooked the materialistic messages frequently associated with these images. We present findings from two studies with Icelandic students aged 18-21, one focusing on young women (n = 303) and one on young men (n = 226), which test associations of materialistic and body-perfect ideals with body dissatisfaction and excessive body shaping behaviors. In both studies, the internalization of materialistic values is strongly linked to the internalization of body-perfect ideals: the thin-ideal for young women, and the muscular-ideal for young men. A materialist value orientation also predicted body dissatisfaction in both studies, and was linked to body shaping behaviors, albeit differently for young women and men. Thus, the research identifies materialism as a further correlate of both body dissatisfaction and excessive body-shaping behaviors. The findings support Dittmar's (2008) Consumer Culture Impact Model, which proposes that the body-perfect and 'material good life' ideals jointly impact well-being.
Keywords: Materialism; body-dissatisfaction; dietary restraint; ideal-body internalization; muscle building.
© 2014 Scandinavian Psychological Associations and John Wiley & Sons Ltd.