The Role of Appearance-Related Stereotypes in Shaping Health Behaviors: A Mediation Analysis Involving the Cognitive-Emotional Component of Body Image

Background: With the dynamic expansion of communication platforms, the influence of online content on health-related decision-making and behaviors has become increasingly apparent. Methods: The study involved 221 women. A diagnostic survey method and estimation techniques were employed. The research instruments included a proprietary questionnaire, the Body Image Questionnaire (BIQ), and the Health Behavior Inventory (HBI). Spearman’s correlation coefficient was used for data analysis. Mediation effects were assessed using the classical four-step model proposed by Baron and Kenny, applying linear regression and structural equation modeling. Statistical significance was set at α = 0.05. Results: Nearly half of the participants (47.06%) exhibited a high level of health-promoting behaviors. The highest mean scores were recorded in the domains of preventive behaviors (M = 21.94; SD = 3.04) and health practices (M = 21.48; SD = 3.46). Regarding body image perception, women rated their physical appearance and emotional attitude toward their bodies the lowest, which is reflected in the cognitive-emotional subscale scores (M = 43.41; SD = 10.75). Over half of the respondents (53.4%) reported daily Internet use of 3–4 hours. Almost 43% considered online content to be “rather” reliable, while 45.3% indicated its influence on lifestyle-related decisions. Simultaneously, over 40% of participants recognized that media promote unrealistic beauty standards. Statistical analysis revealed a significant (p<0.05), positive correlation between time spent online and two body image components: the attractive–unattractive stereotype (r = 0.16; p<0.05) and behavioral component (r = 0.21; p<0.01). Additionally, perceived credibility of online content was significantly and positively correlated with both the cognitive-emotional (r = 0.23; p<0.001) and stereotypical (r = 0.32; p<0.001) body image dimensions. Mediation analysis revealed the presence of a partial mediation only for the variable “attractive–unattractive stereotype” which measured the degree of internalization of socio-cultural beauty standards. Analyses involving a question about beliefs regarding the influence of appearance norms on health behaviors demonstrated that internalization of such norms partially mediates the relationship between body image perception and health-promoting behaviors (including the overall score). Conclusions: The findings confirm that mere awareness of media influence is not a sufficient protective factor against the internalization of promoted beauty ideals. What plays a key role is the depth of internalization and the way these norms are interpreted in relation to one's own body image and health.