2-Y: Uncommon Beauty: Disabled Models in Ads Improve Brand Liking

Martina Cossu, Bocconi University, Italy
Zachary Estes, Bocconi University, Italy
Two studies demonstrate that advertisements involving a disabled model increase brand liking. A first study demonstrates the main effect using as stimuli female disabled models. A second study replicates this result in the lab, using both female and male models, and tests for political correctness by measuring respondents’ response times.
[ to cite ]:
Martina Cossu and Zachary Estes (2017) ,"2-Y: Uncommon Beauty: Disabled Models in Ads Improve Brand Liking ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1022-1022.