Main differences in Body Image (BI) perception between American and Chinese consumers: selected research results

In recent years, there has been an observably increasing interest in one's own body appearance. By attempting to identify the main differences in body image perception within two culturally different backgrounds (the US and China), this paper examines the relationship between the way consumers perceive (ideal) body image in a particular culture, and the product categories advertised in media helping consumers achieve the ideal body image. Furthermore, these findings enable us to examine the impact of body image parameters on consumer behavior in respective countries. Analysis also shows an emerging trend of cultural convergence and increasing influence of Western ideal body image in such a traditional culture as China.