Body image (appearance) investment and body image dissatisfaction
are the best predictors of the use of AF strategies in both
women and men. Studies have consistently reported that those
who report higher levels of appearance investment and body
dissatisfaction are more likely to engage in various types of
AF behaviors. Research also indicates more AF behaviors
among individuals who are perfectionistic about their
self-presentations to others. Another correlate of AF strategies
in both women and men is media exposure, particularly in
Western cultures. The sociocultural model posits that the omnipresent
message of body ideals in the West fosters upward
social comparison against these ideals, resulting in more body
dissatisfaction as people evaluate their own bodies as not living
up to the cultural standard. The female body ideal is extremely
thin, several sizes smaller than the average woman, so most
women’s actual and ideal figures are quite discrepant. This can
lead to increased body dissatisfaction and the increased use of
dieting and exercise behaviors, concealing clothing choice, and
other AF behaviors.