Posted: February 9th, 2023

Is thin no longer ‘in’?

Is thin no longer ‘in’? A study exploring the difference between marketeers’ and non-marketeers’ opinions of model size on advertising effectiveness, brand perceptions and purchase intentions
In recent years, there has been a growing debate about the role of body size and appearance in advertising and its impact on consumer behavior. Some argue that the use of thin models in advertising can create unrealistic and unhealthy beauty standards, leading to negative body image issues and poor self-esteem among consumers. Others argue that the use of models of all sizes can help to promote diversity and inclusivity, and can potentially improve brand perceptions and purchase intentions.

To better understand these issues, it is important to examine the differences in opinion between marketeers (professionals in the marketing and advertising industry) and non-marketeers (consumers who are not involved in the marketing and advertising industry). This study aims to explore the perceptions of model size on advertising effectiveness, brand perceptions, and purchase intentions among these two groups.

To gather data for this study, researchers could use a variety of methods, such as surveys, focus groups, and experiments. Surveys could be used to gather demographic information about the participants and to assess their attitudes towards model size in advertising. Focus groups could be used to gather more in-depth information about the participants’ experiences and opinions, and to allow for discussion and debate about the issues. Experiments could be used to manipulate the size of the models in advertising materials and measure the impact on consumer attitudes and behaviors.

Possible findings from this study could include:

Marketeers may be more likely to believe that thin models are more effective in advertising, due to the traditional belief that they are more attractive and aspirational. They may also be more likely to argue that using models of all sizes could be confusing or distracting to consumers.

Non-marketeers may be more likely to believe that models of all sizes can be effective in advertising, depending on the context and the product being advertised. They may also argue that using thin models can create unrealistic and unhealthy beauty standards, and that using models of all sizes can help to promote diversity and inclusivity.

Both marketeers and non-marketeers may agree that the size of the models in advertising can impact brand perceptions and purchase intentions. For example, using models of all sizes may be perceived as more inclusive and representative of the target market, leading to more positive brand perceptions and higher purchase intentions. On the other hand, using thin models exclusively may lead to negative brand perceptions and lower purchase intentions, particularly among consumers who do not identify with the thin ideal.

This study could provide valuable insights into the role of model size in advertising, and how it is perceived by different groups of people. It could also help to inform marketing and advertising strategies, and contribute to the ongoing debate about the impact of body size and appearance on consumer behavior.