How do consumers react to physically larger models? Effects of model body size, weight control beliefs and product type on evaluations and body perceptions

Martin, Brett & Xavier, Robina J. (2010) How do consumers react to physically larger models? Effects of model body size, weight control beliefs and product type on evaluations and body perceptions. Journal of Strategic Marketing, 18(6), pp. 489-501.

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The purpose of this article is to examine how a consumer’s weight control beliefs (WCB), a female advertising model’s body size (slim or large) and product type influence consumer evaluations and consumer body perceptions. The study uses an experiment of 371 consumers. The design of the experiment was a 2 (weight control belief: internal, external) X 2 (model size: larger sized, slim) X 2 (product type: weight controlling, non-weight controlling) between-participants factorial design. Results reveal two key contributions. First, larger sized models result in consumers feeling less pressure from society to be thin, viewing their actual shape as slimmer relative to viewing a slim model and wanting a thinner ideal body shape. Slim models result in the opposite effects. Second this research reveals a boundary condition for the extent to which endorser–product congruency theory can be generalized to endorsers of a larger body size. Results indicate that consumer WCB may be a useful variable to consider when marketers consider the use of larger models in advertising.

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8 citations in Scopus
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ID Code: 39517
Item Type: Journal Article
Refereed: Yes
Keywords: larger sized models, brand evaluations, advertising, body image
DOI: 10.1080/0965254X.2010.525252
ISSN: 0965-254X
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Accountancy
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2010 Taylor & Francis
Deposited On: 18 Jan 2011 22:03
Last Modified: 30 Apr 2012 14:10

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