Robina J. Xavier

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

The purpose of this article is to examine how a consumers weight control beliefs (WCB), a female advertising models 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 reveal two key contributions. First, larger sized models result in consumers feeling less pressure from society to be thin, viewing their actual shape as slimmer relative to viewing a slim model and wanting a thinner ideal body shape. Slim models result in the opposite effects. Second this research reveals a boundary condition for the extent to which endorser–product congruency theory can be generalized to endorsers of a larger body size. Results indicate that consumer WCB may be a useful variable to consider when marketers consider the use of larger models in advertising.

From the Guest Editors: About this Journal of Promotion Management “Down Under” Special Issue

Marketing and advertising executives are constantly trying to understand “how advertising works” with the goal of perfecting the design of advertisements and the practical execution of campaigns. Public relations practitioners are always interested in the most effective ways to communicate with their stakeholders. In the process, consumers are bombarded with messages from all avenues and, if we are not careful, they end up suffering from habituation and advertising wear out. Further, with the volatile economic climate and ever changing consumers’ lifestyles and trends, to reach consumers or stakeholders and to elicit the desired response is proving to be a massive challenge for marketers, public relations practitioners, and advertisers. Certainly Australia (affectionately known as “Down Under”) is not immune to these problems and is facing similar barriers, deficiencies, and inadequacies. The need to understand the Australian market has never been more important, especially during a time where consumers’ economic confidence is starting to move south and their decision making in purchases have become more involved. Practitioners in Australia may have to re-visit their current strategies to encompass some non-conventional advertising modes to succeed. Success today in any business is hinging on providing stronger value propositions and engaging the consumer/audience in stronger relationships. This special issue has provided a platform for researchers “Down Under” to present some exciting insights into some of these issues. A wholesome combination of papers has been compiled that explores contemporary advertising themes and other forms of marketing and corporate communications in Australia, with intriguing implications for other nations. These studies exemplify the need to further explore the possibilities of more advanced communication techniques—all in the intention of extending the consumer relationship beyond just a single transaction.