Title

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

Document Type

Article

Publication details

Martin, BAS, Veer, E & Pervan, SJ 2007, 'Self-referencing and consumer evaluations of larger-sized female models: a weight locus of control perspective', Marketing Letters, vol. 18, no. 3, pp. 297-209.

Published version available from:

http://dx.doi.org/10.1007/s11002-007-9014-1

Peer Reviewed

Peer-Reviewed

Abstract

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. In contrast, people who feel powerless about their weight (“externals”), self-reference larger-sized models, but only prefer larger-sized models when the advertisement is for a non-fattening product. For fattening products, they exhibit a similar preference for larger-sized models and slim models. Together, these experiments shed light on the effect of model body size and the role of weight locus of control in influencing consumer attitudes.