The Effects of Vanity Sizing on Self-Esteem and Shopping Behavior

One indicator of achieving a thin physique is a smaller clothing size. Four experiments demonstrate that consumers’ attitudes and purchase intentions vary depending on clothing size variations and body-esteem. Further, vanity sizing and inflated sizing may be ineffective if people are suspicious of marketing tactics.


Darren W. Dahl, JoAndrea Hoegg, Andrea Morales, and Maura L. Scott (2011) ,"The Effects of Vanity Sizing on Self-Esteem and Shopping Behavior", 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.


Darren W. Dahl, University of British Columbia, Canada
JoAndrea Hoegg, University of British Columbia, Canada
Andrea Morales, Arizona State University, USA
Maura L. Scott, University of Kentucky, USA


NA - Advances in Consumer Research Volume 38 | 2011

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