ABSTRACT

This study investigates the effectiveness of inclusive advertising featuring both plus-size models and straight-size models on consumers’ responses. By building on the Brands as Intentional Agents Framework (BIAF), the study also investigates the mechanism of the positive effect of including plus-size models on brand performance. For this study, a between-subjects design of model body size (diverse versus straight only) and a moderator of consumer body size (plus versus straight) were used; a multivariate analysis of covariance was conducted, along with a mediation analysis, to test the proposed hypotheses. The results indicated that inclusive advertisements depicting models with diverse body sizes had a positive main effect on brand attitude and an indirect effect on brand attitude and purchase intention. Brand warmth mediated the positive effect of diverse body sizes on brand attitude and purchase intention. This study contributes to the literature on body image by demonstrating the effectiveness of including plus-size models on two levels of consumer responses – brand attitude and purchase intention – and by demonstrating the mechanism of brand warmth. This study also informs brand managers as to how embracing plus-size models can benefit brand performance.

摘要

本研究调查了包括大码模特和直码模特在内的包容性广告对消费者反应的有效性。通过将品牌作为意向代理框架 (BIAF)，该研究还调查了包括大码模型对品牌绩效的积极影响的机制。在这项研究中，使用了模型体型的受试者间设计（仅多样化与直）和消费者体型的调节器（正与直）；进行了协方差的多变量分析以及中介分析，以检验提议的假设。结果表明，描绘不同体型模特的包容性广告对品牌态度有积极的主要影响，对品牌态度和购买意愿有间接影响。品牌热度介导了不同体型对品牌态度和购买意愿的正向影响。本研究通过展示大码模特在消费者反应的两个层面——品牌态度和购买意愿——的有效性，以及通过展示品牌温暖的机制，为身体形象方面的文献做出了贡献。这项研究还告知品牌经理采用大码模特如何有利于品牌绩效。