Mark 302
Häfner, M., & Trampe, D. (2009). When thinking is beneficial and when it is not: The effects of thin and round advertising models. Journal of Consumer Psychology, 19(4), 619628. doi:
10.1016/j.jcps.2009.06.004
The main research question is how different size models shown in advertisements have an effect on product evaluations?
In the first experiment, the hypothesis is“[e]xplicit product evaluations are more positive when a round model advertises the product than when a thin model does. Implicit product evaluations follow an opposite pattern”(p.621). The participants were 22 university students from different majors watched two fictitious deodorant ads showing the model in lingerie. The campaigns were similar, however, the independent factor changed where the same model was shown as either thin or round. To assist the explicit product evaluations, participants were asked questions about the high product quality, how they felt and is the ad positive using a scale of 1(not at all) to 7(very much).In addition, to assist implicit product evaluations a priming task was used where participants were shown 40 prime words where 10 were neutral and 30 were brand name across the computer screen for a short period. They were asked to quickly categorize them as positive or negative. The findings indicate that explicit product evaluations are not influenced by the size of the model. However, the implicit product evaluations are more favorable when a thin model is used in the advertisement.
In the second experiment, the first hypothesis is “[c]ampaigns are more likely going to be favorable when round models are in them”. The second hypothesis is“[c]ampaign liking fully mediates explicit product evaluations but not implicit product evaluations”(p.622). The participants were 34 students who were shown a dove campaign with round models in lingerie. The ad ended with the models saying
“beautifully firm, or not?!”(p.623). They were shown the same campaign
10.1016/j.jcps.2009.06.004
The main research question is how different size models shown in advertisements have an effect on product evaluations?
In the first experiment, the hypothesis is“[e]xplicit product evaluations are more positive when a round model advertises the product than when a thin model does. Implicit product evaluations follow an opposite pattern”(p.621). The participants were 22 university students from different majors watched two fictitious deodorant ads showing the model in lingerie. The campaigns were similar, however, the independent factor changed where the same model was shown as either thin or round. To assist the explicit product evaluations, participants were asked questions about the high product quality, how they felt and is the ad positive using a scale of 1(not at all) to 7(very much).In addition, to assist implicit product evaluations a priming task was used where participants were shown 40 prime words where 10 were neutral and 30 were brand name across the computer screen for a short period. They were asked to quickly categorize them as positive or negative. The findings indicate that explicit product evaluations are not influenced by the size of the model. However, the implicit product evaluations are more favorable when a thin model is used in the advertisement.
In the second experiment, the first hypothesis is “[c]ampaigns are more likely going to be favorable when round models are in them”. The second hypothesis is“[c]ampaign liking fully mediates explicit product evaluations but not implicit product evaluations”(p.622). The participants were 34 students who were shown a dove campaign with round models in lingerie. The ad ended with the models saying
“beautifully firm, or not?!”(p.623). They were shown the same campaign