ABSTRACT
This research suggests that perceived authenticity plays a significant mediating role for the effects of model image modification and body size on consumers' advertisement and product evaluations. Participants reported that they liked the advertisement more—and more likely would buy the advertised items in advertisements—with a not digitally enhanced plus-sized female model, because of the perceived authenticity of the model. The results of this investigation also suggest that attitude toward the advertisement and purchase intention were highest when a plus-size model who was not digitally enhanced was featured on a women's clothing brand's Instagram account.
- Received December 11, 2017.
- Received (in revised form) November 8, 2018.
- Accepted December 18, 2018.
- Copyright© 2020 ARF. All rights reserved.
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Vol 60 Issue 2
