Background Ads depicting models promoting calorie-dense foods and beverages are ubiquitous and no known research has examined their effects on consumers. Drawing from social comparison theory, we hypothesized that participants who viewed ads with models (versus without models) would be more likely to rate models and less likely to rate themselves as able to consume the calorie-dense foods regularly and still maintain their weight/shape. We also hypothesized that participants who viewed ads with models (versus without models) would report more body dissatisfaction and, consistent with consumer research, a greater intention to purchase the product. Methods Participants (N = 168) were randomly assigned to view food or beverage ads with models or without models and completed self-report measures. Results Participants who viewed ads without models were more likely to rate themselves and most people as able to consume calorie-dense foods regularly and maintain their weight/shape and reported a greater intention to purchase the product. Consistent with our hypotheses, participants who viewed ads with models reported increased body dissatisfaction. Conclusions Results indicate that consumers’ perceptions of their own and others’ abilities to regularly consume calorie-dense foods and maintain their weight/shape change based on whether (or not) the calorie-dense foods are promoted by a model. Our findings reveal the nuanced negative effects of calorie-dense food ads with and without models and give insight into the psychological and potential physical health consequences that food ads can have on consumers.

中文翻译：

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当你把自己比作吃芝士汉堡的模特时会发生什么？一项实验，测试推广高热量食物的模型对维持体重、身体满意度和购买意愿的信念的影响

背景 描绘宣传高热量食物和饮料的模型的广告无处不在，并且没有已知的研究检查它们对消费者的影响。根据社会比较理论，我们假设观看有模特广告的参与者（与没有模特相比）的参与者更有可能评价模特，而不太可能评价自己能够定期食用高热量食物并仍然保持体重/体型. 我们还假设，观看有模特（与没有模特）广告的参与者会报告更多的身体不满意，并且与消费者研究一致，购买产品的意愿更大。方法 参与者 (N = 168) 被随机分配以观看有模特或无模特的食品或饮料广告，并完成自我报告措施。结果在没有模特的情况下观看广告的参与者更有可能将自己和大多数人评价为能够定期食用高热量食物并保持体重/体型，并表示有更大的购买意愿。与我们的假设一致，观看模特广告的参与者表示对身体的不满增加。结论 结果表明，消费者对他们自己和他人定期食用高热量食物和保持体重/体型变化的能力的看法基于模型是否促进了高热量食物。我们的研究结果揭示了使用和不使用模型的卡路里密集食品广告的细微负面影响，并深入了解食品广告可能对消费者造成的心理和潜在身体健康后果。