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6.3b Examining Consumer Response to Real and Edited Models: The Role of Model Realism
Abstract
Millennial consumers demand transparency advertising. As such, advertising practitioners face increasing pressure to depict male and female models “as they are” and not use digital alteration techniques such as Photoshop. However, work that examines consumer response to such ads is lacking. This work addresses this gap and examines model image (edited or unedited) and model gender on attitude towards the ad, brand, and intention to spread positive word-of-mouth. Findings of an experiment reveal that model gender indeed moderates consumer reactions to model image for female consumers. Further, perceptions of model realism are identified as an underlying mechanism that explains reactions among female consumers. Implications for advertising research and practice are outlined.
First & Corresponding Author
Kathrynn Pounders, University of Texas
Authors in the order to be printed.
Kathrynn Pounders, University of Texas; Amanda Mabry-Flynn, University of Illinois; Sara Champlin, University of North Texas