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

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.


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.


Maxim Polonsky, University of Connecticut, USA
Ioannis Kareklas, University of Connecticut, USA


NA - Advances in Consumer Research Volume 38 | 2011

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