How do consumers react to physically larger models? Effects of model body size, weight control beliefs and product type on evaluations and body perceptions

@article{Martin2010HowDC,
  title={How do consumers react to physically larger models? Effects of model body size, weight control beliefs and product type on evaluations and body perceptions},
  author={Brett A. S. Martin and R. Xavier},
  journal={Journal of Strategic Marketing},
  year={2010},
  volume={18},
  pages={489 - 501}
}
  • Brett A. S. Martin, R. Xavier
  • Published 2010
  • Business
  • Journal of Strategic Marketing
  • The purpose of this article is to examine how a consumer's weight control beliefs (WCB), a female advertising model's body size (slim or large) and product type influence consumer evaluations and consumer body perceptions. The study uses an experiment of 371 consumers. The design of the experiment was a 2 (weight control belief: internal, external) X 2 (model size: larger sized, slim) X 2 (product type: weight controlling, non-weight controlling) between-participants factorial design. Results… CONTINUE READING
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