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| Tekijä: | Martin, B. A. S. Xavier, R. |
| Otsikko: | How do consumers react to physically larger models? Effects of model body size, weight control beliefs and product type on evaluations and body perceptions |
| Lehti: | Journal of Strategic Marketing
2010 : OCT, VOL 18:6, p. 489-501 |
| Asiasana: | brands advertising models consumer behaviour factor analysis Australia |
| Kieli: | eng |
| Tiivistelmä: | The article studies the influence of consumers' weight control beliefs, advertising model's body size and product type on consumer evaluations and body perceptions. Data for the study is gathered from 371 undergraduate students in Australia. Factor analysis reveals that models with a larger body size make consumers feel less social pressure of being thin whereas slim models increased their want to be slim as well. Furthermore, the study indicates that a boundary condition exists for the extent of the generalization of endorser-product congruency theory to endorsers of a larger body size. |
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