Assessing the What Is Beautiful Is Good Stereotype and the Influence of Moderately Attractive and Less Attractive Advertising Models on Self-Perception, Ad Attitudes, and Purchase Intentions of 8–13-Year-Old Children

Abstract

This paper investigates (1) whether the physical attractiveness stereotype applies to children, (2) whether children’s self-perception is influenced by the attractiveness of an advertising model, (3) whether children’s attitudes towards an ad and buying intentions for a non-beauty-related product are influenced by the attractiveness of an advertising model, and (4) whether age affects (1), (2), and (3). Results of two experimental studies with respectively 8–9-year-old (N = 75) and 12–13 year old (N = 57) girls and boys confirm the presence of the physical attractiveness stereotype in children. The presence of a moderately attractive (vs. less attractive) model has a negative influence on general self-worth for 8–9-year-old boys, but not for girls, nor for 12–13-year-old children. Exposure to a moderately attractive (vs. less attractive) model also has a positive influence on perceived physical appearance of 8–9-year-old girls, but this effect does not occur for boys, nor for 12–13-year-olds. The studies also show that moderately attractive (vs. less attractive) models increase attitudes and buying intentions for 8–9-year-olds, but not for 12–13-year-old boys and girls.