The Effect of Model Size and Self-Awareness on Health Message Compliance.

Katherine E. Loveland, Arizona State University, USA
Elizabeth G. Miller, Boston College, USA
Naomi Mandel, Arizona State University, USA
We examine how healthy lifestyle messages are most effectively communicated, and find that self-awareness interacts with the advertising model’s size (thin vs. heavy) to influence compliance to health-related public service announcements. Findings are mediated by body-esteem.
[ to cite ]:
Katherine E. Loveland, Elizabeth G. Miller, and Naomi Mandel (2011) ,"The Effect of Model Size and Self-Awareness on Health Message Compliance.", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.