Do Males Endorse Thin Ideal For Women When the Price Is High?

Maxim Polonsky, University of Connecticut, USA
Ioannis Kareklas, University of Connecticut, USA
Our experiment employs a between-subject 3 x 2 factorial design, investigating the effect of exposure condition (ads featuring thin models, plus-size models, and average models) and price (low and high) on males’ evaluation of the ad, model, and product, purchase intention, and intention to diet and lose weight.
[ to cite ]:
Maxim Polonsky and Ioannis Kareklas (2011) ,"Do Males Endorse Thin Ideal For Women When the Price Is High?", 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.