Abstract
ABSTRACT Amid fierce criticism of the ‘thinness sells’ approach to marketing, advertisers face challenges not only from the public but also from policy makers. This study provides advertisers with a reason to stop using ultra-thin models and help them avoid criticism of using that controversial advertising strategy. The main purpose of this study was two-fold: (a) examine how ad model-viewer body size gap influences advertising evaluation and (b) investigate the roles of affect and comparison tendency during the persuasion process. We randomly assigned 358 female participants to one of three fictitious ads, each of which featured a model with a different body size: (a) thin, (b) normal, or (c) heavy. The results revealed that the participants were more likely to report positive attitude toward the ad, which tends to increase purchase intention, when they were exposed to ad models larger than their own body size. A modified direct effect moderation analysis showed that the effect of model-viewer body size gap on ad evaluation was mediated by affect and contingent upon the level of comparison tendency. Theoretical and practical implications are discussed.
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