Effect of Muscular Models in Men’s Fitness Magazines on Visual Attention and Behaviour

Men’s fitness magazines often employ muscular models as a marketing strategy. The aim of this study is to examine how these models in men’s fitness magazines affect visual attention and behaviour. Male undergraduate students viewed a mock-up of a men’s fitness magazine with either a muscular or non-muscular model. Participants’ visual attention was measured using an eye tracker. It was found that the muscular model was more visually attractive as participants viewed the muscular model for a longer period of time compared to the non-muscular model. In addition, participants who were dissatisfied with their body were more likely to be affected by the muscular model to engage in higher levels of physical activity. However, the muscular model did not affect perceptions of quality and usefulness of the magazine. This suggests that the use of muscular models in men’s fitness magazines is limited to only capturing visual attention among readers.