Show me the real world: reactions of American female consumers to more realistic and diverse human models in e-commerce
2020; Taylor & Francis; Volume: 29; Issue: 2 Linguagem: Inglês
10.1080/10696679.2020.1824121
ISSN1944-7175
AutoresDaria Plotkina, Hélène Saurel,
Tópico(s)Consumer Behavior in Brand Consumption and Identification
ResumoProduct presentation on apparel webstores usually involves human models. Given the growing trend toward body realism, this research studies the impact of a female model's body size and its interaction with her pose and ethnicity on purchase intention in apparel e-retailing. The model's impact is explained by e-consumers' actual and ideal self-congruence. Two experimental studies show the willingness of American female e-consumers to purchase garments presented by more realistic and diversified models, challenging the White and thin Western stereotype. Thus, plus-size and naturally posed models increase purchase intention. Furthermore, White models do not guarantee better outcomes than nonwhite models.
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