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Does She Have to Be Thin? Testing the Effects of Models' Body Sizes on Advertising Effectiveness

This study examined how different body sizes of a female model—thin, average, and large—influenced advertising effectiveness after controlling for social comparison, body mass index, and facial attractiveness. Findings from a 3 × 2 experimental study with college students (N = 201) indicated that the use of a thin model in advertising was not more effective than using an averaged-bodied model. The use of an average-sized model generated more positive brand attitude and purchase intention over the use of either thin or plus-sized models. This study also investigated the moderating roles of product-body image congruence and skepticism toward advertising to explain conditions under which body sizes are (or are not) effective. No interaction effect of product-body image congruence and a model's body size was found. Moreover, different body sizes mostly generated similar responses among the high skeptics. Of interest, the use of average-sized model generated the most positive responses among the low skeptics.