This doesn't surprise me, but it's nice to have research to back up my gut feeling. Images of guys emphasizing their aesthetics make guys feel worse about themselves. Images of guys emphasizing performance attributes make them feel better.
http://www.bakadesuyo.com/is-it-only-women-who-are-negatively-affected
If you think about it, it makes sense. A person has little control over how close they are to the cultural ideal and much control over getting in shape for a specific activity.
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