Imagining Thin: Why Vanity Sizing Works

  title={Imagining Thin: Why Vanity Sizing Works},
  author={Nil{\"u}fer Z. Aydınoğlu and Aradhna Krishna},
Vanity sizing, the practice of clothing manufacturers, whereby smaller size labels are used on clothes than what the clothes actually are, has become very common. Apparently, it helps sell clothes — women prefer small size clothing labels to large ones. We propose and demonstrate that smaller size labels evoke more positive self-related mental imagery. Thus, consumers imagine themselves more positively (thinner) with a vanity sized size-6 pant versus a size-8 pant. We also show that appearance… Expand
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