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

By Brett AS Martin, Ekant Veer and Simon J Pervan

Abstract

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

Topics: Larger-sized models, self-referencing, weight locus of control, brand and advertising attitudes, Business, Cognition and Perception, Marketing, Psychology, Sales and Merchandising
Publisher: ePublications@SCU
Year: 2007
DOI identifier: 10.1007/s11002-007-9014-1
OAI identifier: oai:epubs.scu.edu.au:gcm_pubs-1193
Provided by: ePublications@SCU
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