Dissertation
Body Size Diversity in Marketing
Washington State University
Doctor of Philosophy (PhD), Washington State University
2023
DOI:
https://doi.org/10.7273/000005317
Abstract
In response to consumer demands for more realistic representation in the media, marketers have started to diversify the body sizes of the individuals portrayed in marketing; however, prior marketing research suggests that marketers should not portray large-bodied individuals in marketing (Campbell and Mohr 2011; Cinelli and Yang 2016; Lin and McFerran 2016). Given the discrepancy between current marketplace practices and the suggestion of previous literature, this dissertation studies how marketers can embrace body diversity in advertising (essay 1) and retailing (essay 2) without negatively impacting their business. Specifically, essay 1 combines the social comparison, dehumanization, and body conceptualization literature to investigate how large-bodied individuals can be portrayed in health-related advertising without negatively influencing consumers’ purchase intentions. Essay 2 draws from the stigma, corporate social responsibility, and trust literature to examine how retailers’ extended-size offerings influences consumers’ perceptions of the retailer, retailer choice, and willingness to pay for an item of clothing sold by the retailer.
Metrics
6 File views/ downloads
57 Record Views
Details
- Title
- Body Size Diversity in Marketing
- Creators
- Deepika Naidu
- Contributors
- Andrew W. Perkins (Advisor)Elizabeth Howlett (Committee Member)Chadwick J. Miller (Committee Member)
- Awarding Institution
- Washington State University
- Academic Unit
- Carson College of Business
- Theses and Dissertations
- Doctor of Philosophy (PhD), Washington State University
- Publisher
- Washington State University
- Number of pages
- 126
- Identifiers
- 99901031139901842
- Language
- English
- Resource Type
- Dissertation