Take Your Pick: Kate Moss or the Girl Next Door?
研究对比了广告中使用理想化与非理想化模特对品牌态度和购买意向的影响，发现消费者自尊和居住地（城市vs农村）会调节这种效应。
<h3>ABSTRACT</h3> In the last several years, marketers have started to use “nonidealized” models in advertisements (i.e., “Dove9s Campaign for Real Beauty”). Little is known, however, about the effects of “nonidealized” advertising on consumers and whether this type of advertising—when compared to idealized advertising—is truly beneficial for the branded products promoted in these ads. Based on a sample of 347 French women exposed to either idealized or “nonidealized” models, the authors established that the way these advertising models have an effect on brand responses—specifically, the attitude toward (and the purchase intention of) a brand—operates through a dual-process model. When a viewer had a high sense of self-esteem, it was crucial that both processes be understood simultaneously: the effect of the portrayed model9s body image on the brand responses can be suppressed by the model-evaluation process. The authors also note that consumers9 ages influenced the self-evaluative process following a quadratic function. Their place of residence (i.e., urban versus rural) influenced the self- and model-evaluation processes.