The thin win : implicit preference for slim models in advertising

Abstract

Much of human behaviour is influenced by non-conscious, uncontrolled, unobserved processes in memory (i.e. implicit processes). Implicit methods have some attractiveness for practitioners, but they are not widely used in commercial marketing research. This research therefore, intends to expand knowledge on consumer research using methods studying implicit processes. The popular debate over slim models in advertising serves as a real world situation for the Implicit Association Test (IAT). A picture / word format was used for this IAT study. Pairs of attractive / less attractive key visuals for advertising (4 brands) were produced using commercially available software. The two pictures included a women, a product logo and some background. We only manipulated the size of the women (slim and well-rounded). The study with 60 participants confirms the "what is beautiful is good"-stereotype on the implicit level. Both, males and females clearly favoured slim models over well-rounded models. Also, the study finds no correlation between explicit, stated preferences and the implicit preference. In conclusion, this study demonstrates the usefulness of the IAT for studying consumer behaviour. Its application in management practice is strongly encouraged