Using Virtual Models to Evaluate Real Products For Real Bodies

We study the effects of self-perception on consumer creation of avatars (virtual models) for evaluating digital representations of body-involving products (apparel) to be used on their real body in the real world. In our experiments, consumers used online tools to create virtual models of themselves and virtually “try on” clothing before making purchase decisions. Results show that consumer use of interactive online tools and prompting heightened awareness of their actual physical appearance significantly influences online evaluation of body-involving products. Individual differences in body esteem and preference for visual style of processing also influence consumer evaluation and use of avatars.


Alan J. Malter, Jose Antonio Rosa, and Ellen C. Garbarino (2008) ,"Using Virtual Models to Evaluate Real Products For Real Bodies", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 84-89.


Alan J. Malter, University of Illinois, Chicago
Jose Antonio Rosa, University of Illinois, Chicago
Ellen C. Garbarino, Case Western Reserve University


NA - Advances in Consumer Research Volume 35 | 2008

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