Title: Do female models have to be size 34 to promote beauty products?
Authors: Roozen, Irene
Adams, Leen
Issue Date: May-2011
Host Document: EMAC pages:1-7
Conference: EMAC edition:40 location:Ljubljana date:24-27 May 2011
Abstract: This paper describes an experiment which tested the effectiveness of female models with different body sizes in print advertisements for beauty products. The research results show that the use of a relatively slim female model in an advertisement is significantly more effective for all dependent measures compared to an average size or a full-figured model. This result is not significantly influenced by age and self-esteem of the viewer. However, a significant third order effect was found with body-esteem and gender. For women with a high body esteem, advertisements with an average-sized model are the most effective, whereas for women with low body esteem, a slim model are most persuasive, suggesting that differentiation strategies for beauty products can be useful.
Publication status: published
KU Leuven publication type: IC
Appears in Collections:Research Centre for Marketing and Consumer Science, Leuven
Research Centre for Work and Organisation Studies (WOS Bxl), Campus Brussels
Faculty of Economics and Business (FEB) - miscellaneous

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