Business Commons^™

The Implications Of Model Body Size And Self-Congruity On Consumer Attitudes & Purchase Intention In Women's Lingerie Advertisements, Daniella M. Carnevale

Honors Projects

“Real” advertising, or advertising products using more “realistically” sized models, has recently become a notable trend within the fashion and beauty industries. However, little research has been done thus far to reveal the implications of such advertising tactics on consumer attitudes and purchase intention. In other words, this study intends to answer the following question: is this emerging advertising strategy truly effective? The idea of featuring models with body dimensions that more accurately represent the consumer’s body size taps into the concept of self-congruity. Self-congruity, or the level of likeness between consumer self-concept and the typical brand-user image, presents the …