The Role of Implicit Theories in Evaluations of “Plus-Size” Advertising

Abstract

In this research, we examine plus-size female consumers' reactions to the use of plus-size female models in advertising. We demonstrate that not only objective body size but also implicit beliefs about the malleability of one's size affect attitudes toward a product advertised by a plus-size model. Further, we find that this interactive effect is mediated by perceived similarity to the model, and appears only when the plus-size model is used to advertise a body-relevant product. These findings contribute to the burgeoning study of larger-sized female models in advertising and suggest that “plus-size” is not a one-size-fits-all label.