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“Do I like the product and you, because you have my size and color too?” : A study on the effect of similarity in skin color and body size on female consumer responses.

Hartman, Tamara Esmée (2019) “Do I like the product and you, because you have my size and color too?” : A study on the effect of similarity in skin color and body size on female consumer responses.

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Abstract:This study investigates whether similarity in body size and skin color between advertised models and consumers increases positive consumer responses by presenting similar and dissimilar models in mascara advertisements. This study is performed since academic research focusing on positive consumer responses, as a result of similarity between individuals, is lacking. Also, previous studies considering the similarity-attraction effect mainly focused on psychological traits and not physical characteristics. Therefore this study contributed to fill the existing gap of similarity research in a marketing context. Based on quantitative analyses of the mascara advertisements, displaying similar and dissimilar models, it can be concluded that when a model is similar in body size, the attitude towards the product in the ad and the model in the ad significantly increases. However, this is only the case when the model is also similar in skin color. Positive consumer outcomes were also found for plus-size models and outcomes were even higher when the plus-size models had a similar skin color.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 77 psychology
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/79685
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