The Role of Implicit Theories in Evaluations of "Plus-Size" Advertising

In this research, we examine plus-size female consumers' reactions to the use of plus-size female models in advertising. We demonstrate that not only objective body size but also implicit beliefs about the malleability of one's size affect attitudes toward a product advertised by a plus-si...

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Bibliographic Details
Published inJournal of advertising Vol. 45; no. 4; pp. 472 - 481
Main Authors Cinelli, Melissa D., Yang, Lifeng
Format Journal Article
LanguageEnglish
Published Abingdon Routledge 01.10.2016
Taylor & Francis Group, LLC
Taylor & Francis Ltd
Subjects
Advertising
Body composition
Fashion models
Females
Target markets
Women
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Summary:In this research, we examine plus-size female consumers' reactions to the use of plus-size female models in advertising. We demonstrate that not only objective body size but also implicit beliefs about the malleability of one's size affect attitudes toward a product advertised by a plus-size model. Further, we find that this interactive effect is mediated by perceived similarity to the model, and appears only when the plus-size model is used to advertise a body-relevant product. These findings contribute to the burgeoning study of larger-sized female models in advertising and suggest that "plus-size" is not a one-size-fits-all label.
Bibliography:ObjectType-Article-1
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ISSN:0091-3367
1557-7805
DOI:10.1080/00913367.2016.1230838