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

D.M. Janssen, L.J. Paas

Research output: Contribution to JournalArticleAcademicpeer-review

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. © 2013 Springer Science+Business Media New York.
Original languageEnglish
Pages (from-to)167-177
JournalMarketing Letters
Volume25
Issue number2
DOIs
Publication statusPublished - 2014

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