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Self-referencing and consumer evaluations of larger-sized female models : a weight locus of control perspective

Martin, Brett, Veer, Ekant, & Pervan, Simon (2007) Self-referencing and consumer evaluations of larger-sized female models : a weight locus of control perspective. Marketing Letters, 18(3), pp. 197-209.

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Abstract

In two experiments, we show that the beliefs women have about the controllability of their weight (i.e., weight locus of control) influences their responses to advertisements featuring a larger-sized female model or a slim female model. Further, we examine self-referencing as a mechanism for these effects. Specifically, people who believe they can control their weight (“internals”), respond most favorably to slim models in advertising, and this favorable response is mediated by self-referencing. In contrast, people who feel powerless about their weight (“externals”), self-reference larger-sized models, but only prefer larger-sized models when the advertisement is for a non-fattening product. For fattening products, they exhibit a similar preference for larger-sized models and slim models. Together, these experiments shed light on the effect of model body size and the role of weight locus of control in influencing consumer attitudes.

Impact and interest:

11 citations in Scopus
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8 citations in Web of Science®

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ID Code: 28056
Item Type: Journal Article
Keywords: Larger-sized models, Self-referencing, Weight locus of control, Brand and advertising attitudes
DOI: 10.1007/s11002-007-9014-1
ISSN: 0923-0645
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Theory (150506)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2007 Springer Science + Business Media, LLC
Copyright Statement: The original publication is available at SpringerLink http://www.springerlink.com
Deposited On: 19 Oct 2009 15:33
Last Modified: 29 Feb 2012 23:56

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