Show me the real world: reactions of American female consumers to more realistic and diverse human models in e-commerce

Product presentation on apparel webstores usually involves human models. Given the growing trend toward body realism, this research studies the impact of a female model's body size and its interaction with her pose and ethnicity on purchase intention in apparel e-retailing. The model's imp...

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Published inJournal of marketing theory and practice Vol. 29; no. 2; pp. 250 - 269
Main Authors Plotkina, Daria, Saurel, Hélène
Format Journal Article
LanguageEnglish
Published Routledge 03.04.2021
The Association of Marketing Theory and Practice
Subjects
Business administration
Humanities and Social Sciences
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Abstract Product presentation on apparel webstores usually involves human models. Given the growing trend toward body realism, this research studies the impact of a female model's body size and its interaction with her pose and ethnicity on purchase intention in apparel e-retailing. The model's impact is explained by e-consumers' actual and ideal self-congruence. Two experimental studies show the willingness of American female e-consumers to purchase garments presented by more realistic and diversified models, challenging the White and thin Western stereotype. Thus, plus-size and naturally posed models increase purchase intention. Furthermore, White models do not guarantee better outcomes than nonwhite models.
AbstractList Product presentation on apparel webstores usually involves human models. Given the growing trend toward body realism, this research studies the impact of a female model's body size and its interaction with her pose and ethnicity on purchase intention in apparel e-retailing. The model's impact is explained by e-consumers' actual and ideal self-congruence. Two experimental studies show the willingness of American female e-consumers to purchase garments presented by more realistic and diversified models, challenging the White and thin Western stereotype. Thus, plus-size and naturally posed models increase purchase intention. Furthermore, White models do not guarantee better outcomes than nonwhite models.
Author Saurel, Hélène
Plotkina, Daria
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  givenname: Hélène
  surname: Saurel
  fullname: Saurel, Hélène
  organization: University of Tours
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Snippet Product presentation on apparel webstores usually involves human models. Given the growing trend toward body realism, this research studies the impact of a...
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Title Show me the real world: reactions of American female consumers to more realistic and diverse human models in e-commerce
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