AAA Annual Conference 2019

Chen Lou, Nanyang Technological University
Ilyoung Ju, Bowling Green State University

In light of an increasing outcry against using unrealistically ultra-thin models in advertisements, brands and advertisers are featuring more inclusive model images in their ads, including using realistic and normal-sized models. This study investigated the impact of using a normal-sized model (vs. an ultra-thin one) in the ad of a clothing brand on female consumers’ liking towards the brand’s use of the model, brand user-imagery congruity (UIC), brand attitudes, and purchase intentions. Our findings indeed demystified the market axiom – slim models “sell” – by showing that normal-sized model can work more efficiently among women. Specifically, female consumers, in general, favor the use of a normal-sized model (vs. an ultra-thin one) and express higher UIC upon seeing a normal-sized model than an ultra-thin one. Female consumers’ BMI moderated the impact of model size on their evaluation of the mode use and UIC, and among overweight female consumers only, UIC mediated such moderation effect on brand attitudes and purchase intentions, respectively. We discussed our findings and offered theoretical and managerial implications.