Black or white? The effects of a larger-bodied model's race on evaluations of body-sensitive products. Issue 5 (3rd July 2020)

• Record Type: Journal Article
• Authors: Nichols, Bridget Satinover; Raska, David
• Is Part Of: Journal of marketing communications. Volume 26:Issue 5(2020)
• Page Start: 549
• Page End: 570
• Publication Date: 2020-07-03
• Subjects: Advertising -- body image -- race -- weight bias -- anti-fat attitude -- model sizes -- spillover -- brand attitude; Communication in marketing -- Periodicals; 658.8
• DOI: 10.1080/13527266.2018.1556318
• Languages: English
• ISSNs: 1352-7266

Abstract

ABSTRACT: Studies show mixed results for the effectiveness of larger-bodied models in marketing campaigns. This paper examines the spillover effects of larger-bodied models on brand and product evaluations while accounting for the model's race. In two experiments, results show that a larger bodied white model produces inferior evaluations compared to her thin counterpart. No differences surface for the black model. These outcomes are theorized to represent racially derived category norms. This study challenges previously discovered benefits of using larger bodied models, but suggests a method for adopting the strategy successfully.