Weight Loss At the Cost of Safety Is Ok For Women: Thin Female Norm and Perceptions of Weight Loss Products Using Before and After Appeals

Fang Wan, University of Manitoba, Canada
Hamed Aghakhani, Dalhousie University, Canada
Kelley Main, University of Manitoba, Canada
Amitava Chattopadhyay, INSEAD, Singapore
The core idea of our paper is that thin female ideal, as a powerful culture norm can suppress persuasion knowledge, making consumers adopt more risk when it comes to evaluations of weight loss products. This pattern is more pronounced when the endorser of weight loss product is female (vs. male).
[ to cite ]:
Fang Wan, Hamed Aghakhani, Kelley Main, and Amitava Chattopadhyay (2014) ,"Weight Loss At the Cost of Safety Is Ok For Women: Thin Female Norm and Perceptions of Weight Loss Products Using Before and After Appeals", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 724-725.