Existing research shows that the attractiveness of advertising models enhances the effectiveness of firms’ commercial messages. However, it is unclear how consumers react to models who have enhanced their physical attractiveness through cosmetic surgery. We report on three empirical studies and show that when female or male advertising models have undergone cosmetic surgery procedures, both female and male consumers are likely to notice these changes. These perceptions of cosmetic surgery result in lower evaluations of model attractiveness, particularly when the consumers assess female models, which in turn affects other advertising outcomes. However, cosmetic surgery does not reduce consumers’ perceptions of models’ pride in their own identity, which are also relevant to consumers’ evaluations of model attractiveness.

现有研究表明，广告模型的吸引力增强了企业商业信息的有效性。但是，尚不清楚消费者对通过整容手术增强了身体吸引力的模型有何反应。我们对三项实证研究进行了报告，结果表明，当女性或男性广告模型经过整容手术程序后，女性和男性消费者都可能注意到这些变化。这些对整容手术的看法导致对模型吸引力的评估降低，尤其是当消费者评估女性模型时，反过来又影响了其他广告效果。然而，整容手术并不能减少消费者对模特对自己身份的自豪感，这也与消费者对模特吸引力的评价有关。