Self-referencing and consumer evaluations of larger-sized female models: A weight locus of control perspective

  title={Self-referencing and consumer evaluations of larger-sized female models: A weight locus of control perspective},
  author={Brett A. S. Martin and Ekant Veer and Simon Pervan},
  journal={Marketing Letters},
In two experiments, we show that the beliefs women have about the controllability of their weight (i.e., weight locus of control) influences their responses to advertisements featuring a larger-sized female model or a slim female model. Further, we examine self-referencing as a mechanism for these effects. Specifically, people who believe they can control their weight (“internals”), respond most favorably to slim models in advertising, and this favorable response is mediated by self-referencing… 
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