Self-referencing and consumer evaluations of larger-sized female models: A weight locus of control perspective |
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Authors: | Brett A S Martin Ekant Veer Simon J Pervan |
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Institution: | (1) Marketing Group, School of Management, University of Bath, Bath, BA2 7AY, UK |
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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.
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Keywords: | Larger-sized models Self-referencing Weight locus of control Brand and advertising attitudes |
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