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

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.



Citation:

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.

Authors

Martina Cossu, Bocconi University, Italy
Zachary Estes, Bocconi University, Italy



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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