Model body size and advertising effectiveness
What is it about?
This article investigates whether size-zero models always result in more positive consumer response than average-size models.
Why is it important?
The three studies provide the first evidence that consumers’ response to advertisements using size-zero models versus average-size models varies predictably and systematically with types of brand and psychological characteristics. This research finds that brand moderates consumers’ model evaluation. Participants evaluated average-size models as being more attractive than size-zero models for new brands. For well-established brands associated with size-zero models, participants rated average-size models and size-zero models as being equally attractive. Self-esteem shapes participants’ evaluation of average-size and size-zero models. For new brands, low self-esteem individuals evaluated average-size models as being more attractive than size-zero models, whereas high self-esteem individuals evaluate average-size and size-zero models as being equally attractive. The results are consistent, regardless of whether it is a luxury and a generic brand. These results emerged for both model attractiveness rating and product evaluations.
The following have contributed to this page: Xuemei Bian
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