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