“That Ad’S Been Retouched? – That Can Be Me!”: the Persuasive Impact of Advertising Disclosure and Body-Image Idealization

Rania W. Semaan, American University of Sharjah, UAE
Stephen J. Gould, Baruch College, USA
Bruno Kocher, HEC Paris, France
We investigate consequences of disclosure of digital-enhancement of thin-idealized images in advertisements on consumer behavior. The first two studies show that consumers have more favorable product and self-evaluations after exposure to disclosed retouched (vs. un-retouched) ads .We explore the mediating roles of ad-honesty and attainability. Study 3 examines boundary conditions.
[ to cite ]:
Rania W. Semaan, Stephen J. Gould, and Bruno Kocher (2012) ,"“That Ad’S Been Retouched? – That Can Be Me!”: the Persuasive Impact of Advertising Disclosure and Body-Image Idealization ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1029-1030.