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Annual Conference 2019

del 28 al 31 de March del 2019

Marriott City Center, Dallas, TX

Proposal authors of accepted papers can use the tool below (scroll down) to see where they have been placed in the agenda. Note: Special Topics sessions - Only the submitter's name is searchable, not panelists. [If you wish an overview of the conference please click here: Conference Overview Agenda.

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6.3c Examining How a Plus-Size Model in Advertising Generates Purchase Intention: A Perspective from Consumption Visions

sábado, el 30 de marzo de 2019 a las 14:00–15:30 CDT
3-Bordeaux
Abstract

The current study examines how consumers respond to an ad that features differently sized models (thin versus plus-size). Specifically, this study focuses on the mediating role of consumption visions in consumer evaluations to examine how consumers envision themselves in response to a thin versus plus-size models in advertising. To show this effect, three studies are conducted. Study 1 identifies the influence of self-discrepancy in body size on two negative emotions—guilt and shame and reveals how three different conditions of negative emotions such as guilt-dominant, equivalently negative, and shame-dominant emotions affect consumption visions. Study 2 tests how consumption visions are related to purchase intention while considering the gender effect. Study 3 reconfirms the findings from Study 1 and 2 and tests how three different types of emotional dominance affect consumer purchase intention. The proposed model identifies two emotion routes. A “positive” route motivated by guilt increases purchase intention and a “negative” route driven by shame decreases purchase intention through consumption visions. Theoretical discussion and practical suggestions are provided at the end in this study.

First & Corresponding Author

Mark Yim, University of Massachusetts
Authors in the order to be printed.

Mark Yim, University of Massachusetts; Eunice Kim, Ewha Womans University; Hongmin Ahn, Dongguk University

Additional Authors

Eunice Kim, Ewha Womans University
Hongmin Ahn, Dongguk University
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