Effects of Different Model Sizes in an Online Clothing Store on Self- and Product Evaluations

• In Event: ICA Plenary Interactive Paper/Poster Session II
  In Interactive Paper Session: Information Systems Interactive Poster Session

Abstract

This study investigates how women react to models with bodies and thus clothing sizes smaller, similar or bigger than their own when choosing clothes in an online store. From a well-being perspective, online models need to minimize negative influences on body satisfaction or self esteem. From a business perspective, online model need to facilitate online purchases. Results show that exposure to a model with a smaller clothing size led to the highest degree of self-discrepancy and consequently lowered appearance self-esteem and body satisfaction. However, compared to models with a bigger size, a smaller, more ideal model size did have a positive effect on product attitude and willingness to buy. Results further revealed that models with similar sizes do not negatively affect body satisfaction and self esteem compared to smaller sizes but do have a similar positive effect on product attitude and willingness to buy as more ‘ideal’ models.

Authors

• Karolien Poels, U of Antwerp - Department of Communication Studies

• Suzanne Overmars, Antwerp University

• Shanice Engel, U of Antwerp