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Purpose
In keeping with recent body image social trends, consumer demand for the adoption of plus-size models is increasing, although the use of thin models remains prevalent. The current study explores how consumers process information about fashion products displayed on different sizes of models in advertisements, focusing on model and consumer body sizes and both genders. As an underlying mechanism explaining how the relationship between model and consumer body sizes shapes consumer purchase intention, this study explores the role of guilt, shame and mental imagery.
Design/methodology/approach
The current study uses a text analytics technique to identify female consumers' general opinions of thin models in advertising. Employing a 3 (consumer body size: normal, overweight, obese) × 2 (model body size: thin, plus-size) × 2 (gender: male, female) between-subjects online experiment (n = 718), the main study comparatively analyzes the influences of plus-size and thin models on consumer responses.
Findings
The results reveal that, despite body positivity movements, thin models still generate negative emotions among female consumers. For obese female consumers, advertisements featuring plus-size models produce fewer negative emotions but not more mental imagery than advertisements featuring thin models. Conversely, for obese male consumers, advertisements featuring plus-size models generate more mental imagery but not more negative emotions than advertisements featuring thin models. The results also reveal that the relationship between consumer body size and guilt is moderated by perceived model size, which is also moderated by gender in generating mental imagery. While guilt plays a mediating role in enhancing mental imagery, resulting in purchase intention, shame does not take on this role.
Originality/value
This study is the first to present an integrated model that elucidates how consumers with varying body sizes respond to different sizes of models in advertising and how these responses impact purchase intentions.
Research limitations/implications
Our findings only apply to contexts where consumers purchase fashion clothing in response to advertisements featuring thin versus plus-size models.
Practical implications
Exposing normal-size consumers to plus-size models generates less mental imagery, and thus, practitioners should seek to match the body sizes of the models featured in advertising to the body sizes of their target audience or ad campaigns that include both plus-size and thin models may help improve message persuasiveness in fashion advertising. Moreover, guilt-appeal advertising campaigns using thin models would appeal more to thin consumers of both genders than shame-appeal advertising.
中文翻译：
大码模特真的对肥胖消费者有益吗？调查大码模特对负面情绪和心理意象的影响
目的
与最近的身体形象社会趋势保持一致，消费者对采用大码模特的需求正在增加，尽管瘦模特的使用仍然很普遍。目前的研究探讨了消费者如何处理广告中不同尺寸模特展示的时尚产品信息，重点关注模特和消费者的体型以及性别。作为解释模特和消费者体型之间关系如何影响消费者购买意愿的基本机制，本研究探讨了内疚、羞耻和心理意象的作用。
设计/方法/方法
目前的研究使用文本分析技术来识别女性消费者对广告中瘦模特的一般看法。采用 3（消费者体型：正常、超重、肥胖）× 2（模特体型：瘦、大码）× 2（性别：男性、女性）受试者间在线实验 （n = 718），主要研究比较分析了大码和瘦模特对消费者反应的影响。
发现
结果显示，尽管身体积极性运动，但瘦模型仍然会在女性消费者中产生负面情绪。对于肥胖的女性消费者来说，与瘦模特的广告相比，以大码模特为特色的广告产生的负面情绪较少，但不会产生更多的心理意象。相反，对于肥胖的男性消费者来说，与瘦模特的广告相比，以大码模特为特色的广告会产生更多的心理意象，但不会产生更多的负面情绪。结果还显示，消费者体型和内疚感之间的关系受感知模型体型的调节，而感知的模型体型在生成心理意象时也受到性别的调节。虽然内疚感在增强心理意象方面起中介作用，从而产生购买意向，但羞耻感并不承担这一角色。
原创性/价值
这项研究首次提出了一个综合模型，该模型阐明了不同体型的消费者如何对广告中不同尺寸的模型做出反应，以及这些反应如何影响购买意愿。
研究局限性/影响
我们的研究结果仅适用于消费者购买时尚服装以响应以瘦身模特与大码模特为特色的广告的情况。
实际意义
让正常尺码的消费者接触大码模特产生的心理意象较少，因此，从业者应寻求将广告中模特的体型与目标受众的体型相匹配，或者同时包括大码和瘦模特的广告活动可能有助于提高时尚广告中的信息说服力。此外，使用瘦型的罪恶感广告活动比羞耻感广告更能吸引两性的瘦弱消费者。
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