Although exposure to physique-salient media images of women’s bodies has been consistently linked with negative psychological consequences, little is known about the cognitive processes that lead to these negative effects. The present study employed a novel adaptation of a computerized response time (RT) task to (i) assess implicit cognitive processing when exposed to the body of another individual, and (ii) examine individual differences in social comparative emotions that may influence the cognitive processing of human bodies. Adult females with low (n = 44) or high (n = 23) tendencies for comparative emotions completed a task in which they executed responses to coloured targets presented on the hands or feet of images of ultra-thin, average-size, and above average-size female models. Although the colour of the target is the only relevant target feature, it is typically found that the to-be-ignored location of the target on the body of the model influences RTs such that RTs are shorter when the target is on a body-part that is compatible with the responding limb (e.g., hand response when target was on hand) than on a body-part that is incompatible with the responding limb (e.g., hand response when target was on foot). Findings from the present study revealed that the magnitude of the body-part compatibility effect (i.e., the index of the cognitive processing of the model) was modulated by tendencies for affective body-related comparisons. Specifically, women who were prone to experiencing social comparative emotions demonstrated stronger and more consistent body-part compatibility effects across models. Therefore, women with higher social comparison tendencies have heightened processing of bodies at a neurocognitive level and may be at higher risk of the negative outcomes linked with physique-salient media exposure.

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