She loves the way you lie: Size-related self-concept and gender in vanity sizing

Abstract

This work investigates size-related self-concept (SRSC) – the extent to which apparel size defines one's identity – and its relationship to perceived deception of and purchase intentions toward vanity-sized garments. Through the lens of self-enhancement theory, two studies reveal that SRSC exerts a significant influence on perceived deception and purchase intentions in garment size labeling contexts, moderated by gender. Study 1 indicates that among females, SRSC has no influence on perceived deception when a properly-fitting garment is labeled one size smaller than the consumer's typical size. However, when the garment is the same size as the typical, SRSC has a positive relationship with perceived deception. Study 2 shows that gender moderates the effect of SRSC on perceived deception of as well as purchase intentions toward a vanity-sized garment, such that SRSC positively predicts perceived deception among males but not among females, while SRSC positively predicts purchase intentions among females but not among males. This work contributes the concept and role of SRSC to the vanity sizing context, indicating that SRSC is just as important as gender in the vanity sizing discussion.