Uncommon Beauty: Physically Disabled Models Positively Affect Consumers’ Attitudes and Choices

Four studies revealed that physically-disabled models in ads enhance consumers’ attitudes, choices and evoke positive emotional responses. The effects are not due to impression management/social desirability because a) they also occurred under time-pressure, and b) results replicate in a field experiment when choices were made in private and in public.


Martina Cossu, Zachary Estes, and Joachim Vosgerau (2020) ,"Uncommon Beauty: Physically Disabled Models Positively Affect Consumers’ Attitudes and Choices", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1170-1174.


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


NA - Advances in Consumer Research Volume 48 | 2020

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