Festinger argues that individuals make body comparisons in areas for which they relate. If someone who is over weight and is an environment that focuses on health, thinness, or body images (e.g. the gym or the beach) they may be more likely to see thinness as an ideal that can increase dissatisfaction with their own body.The more a person engages in body comparison, the more likely they may struggle with low self-esteem and a negative body image.[3] Women are sold to believe that to be beautiful, they must be a size zero and have long legs.