Self-referencing and consumer evaluations of larger-sized female models : a weight locus of control perspective


Autoria(s): Martin, Brett; Veer, Ekant; Pervan, Simon
Data(s)

2007

Resumo

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.

Identificador

http://eprints.qut.edu.au/28056/

Publicador

Springer New York LLC

Relação

DOI:10.1007/s11002-007-9014-1

Martin, Brett, Veer, Ekant, & Pervan, Simon (2007) Self-referencing and consumer evaluations of larger-sized female models : a weight locus of control perspective. Marketing Letters, 18(3), pp. 197-209.

Direitos

Copyright 2007 Springer Science + Business Media, LLC

The original publication is available at SpringerLink http://www.springerlink.com

Fonte

QUT Business School; School of Advertising, Marketing & Public Relations

Palavras-Chave #150502 Marketing Communications #150599 Marketing not elsewhere classified #150506 Marketing Theory #Larger-sized models #Self-referencing #Weight locus of control #Brand and advertising attitudes
Tipo

Journal Article