Abstract
Motivated by the dynamic intersection of consumer behavior, societal perceptions of beauty, and the body-positivity movement, this research delves into the impact of body-positive portrayals of women in advertising on the willingness of female consumers to pay for women's athletic wear. As conventional beauty norms face challenges, the critical question arises: are the changes in marketing strategies merely symbolic or do they result in tangible shifts in consumer preferences? Employing an online survey and regression analysis, participants were exposed to ads featuring either conventionally thin or plus-size models, exploring mediating factors such as self-esteem and model identification. Contrary to the primary hypothesis, the study's findings did not substantiate that exposure to conventionally thin models increased the willingness to pay for women's athletic wear significantly. Instead, the results indicated a noteworthy trend favoring the secondary hypothesis, suggesting that women with an underrepresented body type exhibited a higher willingness to pay when the product was advertised by a plus-size model. This study contributes valuable insights into economics and marketing, illuminating the intricate relationship between body-positive imagery, consumer behavior, and societal beauty standards. The findings indicate a potential need for the fashion industry to adapt marketing strategies to align with the evolving landscape of consumer preferences, promoting inclusivity and challenging traditional beauty ideals in advertising campaigns.
Advisor
Long, Melanie
Department
Business Economics
Recommended Citation
Spurgeon, Rosa, "Perceptions in Advertising: An Examination of Body Diversity, Consumer Responses, and Preferences" (2024). Senior Independent Study Theses. Paper 11027.
https://openworks.wooster.edu/independentstudy/11027
Disciplines
Advertising and Promotion Management
Keywords
Body Diversity, Willingness to Pay, Consumer Preferences, Advertisements
Publication Date
2024
Degree Granted
Bachelor of Arts
Document Type
Senior Independent Study Thesis
© Copyright 2024 Rosa Spurgeon
