Q12. Exploring Effects of Perceived Authenticity of Instagram Models on Aad and Buying Intentions
This study suggests that consumers’ ad evaluations and purchase intention are highest when a plus size, not-airbrushed model is featured on a brand’s Instagram account. More importantly, this study confirms that perceived authenticity plays a significant mediating role for the effects of model-image modification and body size on ad evaluations.
Heather Shoenberger and Eunjin Kim (2018) ,"Q12. Exploring Effects of Perceived Authenticity of Instagram Models on Aad and Buying Intentions", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 928-928.
Heather Shoenberger, University of Oregon, USA
Eunjin Kim, Southern Methodist University, USA
NA - Advances in Consumer Research Volume 46 | 2018
Mispredicting Reactions to Gambling Losses and Their Impact on Consumer Choice
Ernest Baskin, Yale University, USA
Nathan Novemsky, Yale University, USA
Robyn LeBoeuf, Washington University, USA
A Slack-Based Account of Pain of Payment
Justin Pomerance, University of Colorado, USA
Nicholas Reinholtz, University of Colorado, USA
Bundle Variety and Preference: A Neuromarketing Study Using Event-Related Potentials
Ruyi Qiu, Tsinghua University
Xiaoang Wan, Tsinghua University