The Role of Implicit Theories in Evaluations of ‘Plus-Size’ Advertising

Melissa Cinelli, University of Mississippi, USA
Lifeng Yang, University of Mississippi, USA
By examining plus-size female consumers, we demonstrate that not only objective body size, but also implicit beliefs about the malleability of one’s size, affect attitudes toward a product advertised by a plus-size model. These effects are mediated by perceived similarity and arise only for body-relevant products.
[ to cite ]:
Melissa Cinelli and Lifeng Yang (2016) ,"The Role of Implicit Theories in Evaluations of ‘Plus-Size’ Advertising", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 417-418.