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

• Published in: Journal of marketing theory and practice Vol. 29; no. 2; pp. 250 - 269
• Main Authors: Plotkina, Daria, Saurel, Hélène
• Format: Journal Article
• Language: English
• Published: Routledge 03.04.2021; The Association of Marketing Theory and Practice
• Subjects: Business administration; Humanities and Social Sciences

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...