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Moderately thin advertising models are optimal, most of the time: Moderating the quadratic effect of model body size on ad attitude by fashion leadership

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  • Denise Janssen
  • Leonard Paas

Abstract

The authors hypothesize and find that an advertising model’s body size has an inverted U-shaped relationship with ad attitude in the apparel product category, in which moderately thin advertising models are optimal. They assess the moderating effect of consumers’ fashion leadership on this quadratic relationship, proposing that this moderation may shift the optimum and/or create a flatter inverted U-shape. In the empirical studies, the authors find both types of moderation may occur and that there may be conditions under which slightly larger, intermediate sized models are most effective for fashion followers and that under other conditions model body size seems to be irrelevant for fashion leaders. As expected, the authors find a positive effect of ad attitude on brand attitude and purchase intentions. Copyright Springer Science+Business Media New York 2014

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  • Denise Janssen & Leonard Paas, 2014. "Moderately thin advertising models are optimal, most of the time: Moderating the quadratic effect of model body size on ad attitude by fashion leadership," Marketing Letters, Springer, vol. 25(2), pages 167-177, June.
    • Handle: RePEc:kap:mktlet:v:25:y:2014:i:2:p:167-177
    DOI: 10.1007/s11002-013-9249-y
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    References listed on IDEAS

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    Cited by:

    1. Ketron, Seth & Williams, Miranda, 2018. "She loves the way you lie: Size-related self-concept and gender in vanity sizing," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 248-255.
    2. Pornchanoke Tipgomut & Leonard J. Paas & Angela McNaught, 2021. "Consumer reactions to female and male cosmetic surgery beauty in Asian advertisements," Marketing Letters, Springer, vol. 32(4), pages 441-454, December.
    3. Plotkina, Daria & Saurel, Hélène, 2019. "Me or just like me? The role of virtual try-on and physical appearance in apparel M-retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 362-377.
    4. Magdalena Bekk & Matthias Spörrle & Franziska Völckner & Erika Spieß & Ralph Woschée, 2017. "What is not beautiful should match: how attractiveness similarity affects consumer responses to advertising," Marketing Letters, Springer, vol. 28(4), pages 509-522, December.

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