University of Twente Student Theses


Consumer’s perception of attractiveness, purchase intention, and body image among Indonesian women

Ichsani, Ridha (2016) Consumer’s perception of attractiveness, purchase intention, and body image among Indonesian women.

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Abstract:For decades, models with thin and “ideal” body shapes have been chosen as endorsers to convey messages in advertising on how to be ideal ly beautiful. Consequently, women of various age started to believe that to be beautiful is to resemble the models that they see in the media. According several studies, brands are currently shifting into conveying a different message that is to encourage women to appreciate and celebrate the diversity of body images. Therefore, this study employed a 2x2 between subject experimental design manipulated on two body sizes (thin vs average) of Indonesian and International models in body care advertising targeting Indonesian female consumers as subjects (N= 414). The objective of this study is to investigate consumer’s perceptions in regard to manipulated images of Indonesian models and International models of various size and shapes using a body care brand in order to assess women’s believes on beauty and attractiveness in regard to themselves and others as well as body mass index (BMI) of the respondents. Using multiple linear regression, results show that body shape and familiarity of the model do not influence body satisfaction of the consumer. The thin Indonesian model was found to be more attractive for the advertisement and in regard to attractiveness of the model. However, purchase intentions are more likely to increase if the model were an Indonesian of average size. These results imply that there is a need to evaluate more on the use of thin models in Indonesian advertisements, especially in those on body care products. It is more favorable to use a model that consumers are closely familiar with also in terms of their body shape, than the idealized body image that has been endorsed widely in the past.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Communication Studies MSc (60713)
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