The model‐sizing dilemma: The use of varied female model sizes helps the impressions of brand values but hurts shopping ease
研究发现，服装品牌在商品页面上使用不同尺码的模特（而非统一瘦模特）虽能提升消费者对品牌价值的评价，但会降低购物便利感，原因是消费者感觉购物体验组织性变差；通过悬停和筛选功能可缓解这一困境。
Abstract Consumer demand for size‐inclusive fashion is growing, including the call for clothing to be modeled in larger sizes. This call has prompted brands to decide how to model their clothing, in particular, on category pages (i.e., webpages where consumers compare different items). Should brands use varied model sizing, where clothing is presented using models of various sizes? Or should brands use traditionally thin models who are the same nonvaried model size? This research explores female consumers' responses to varied model sizing. Across five studies, we demonstrate a model‐sizing dilemma where female consumers rate impressions of brand values higher but rate shopping ease lower when brands use varied rather than nonvaried model sizing. We show the decrease in shopping ease is driven by lower perceptions of organization during the shopping experience. Importantly, we find that this dilemma can be mitigated by displaying varied model sizing in a more organized manner using hover and filter features.