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Annual Conference 2019

du 28 au 31 March 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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6.3b Examining Consumer Response to Real and Edited Models: The Role of Model Realism

samedi 30 mars 2019 à 14:00–15:30 CDT
3-Bordeaux
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

Additional Authors

Amanda Mabry-Flynn, University of Illinois
Sara Champlin, University of North Texas
Chargement en cours …