| Publikationstyp: | Konferenz: Paper |
| Art der Begutachtung: | Peer review (Abstract) |
| Titel: | The thin win : implicit preference for slim models in advertising |
| Autor/-in: | Hari, Jürg Forestier, Céline |
| Angaben zur Konferenz: | Academy of Marketing Conference 2012, Southampton, United Kingdom, 2-5 July 2012 |
| Erscheinungsdatum: | 2012 |
| Sprache: | Englisch |
| Schlagwörter: | Implicit Association Test; Werbung |
| Fachgebiet (DDC): | 659: Werbung und Öffentlichkeitsarbeit |
| Zusammenfassung: | Much of human behaviour is influenced by non-conscious, uncontrolled, unobserved processes in memory (i.e. implicit processes). Implicit methods have some attractiveness for practitioners, but they are not widely used in commercial marketing research. This research therefore, intends to expand knowledge on consumer research using methods studying implicit processes. The popular debate over slim models in advertising serves as a real world situation for the Implicit Association Test (IAT). A picture / word format was used for this IAT study. Pairs of attractive / less attractive key visuals for advertising (4 brands) were produced using commercially available software. The two pictures included a women, a product logo and some background. We only manipulated the size of the women (slim and well-rounded). The study with 60 participants confirms the "what is beautiful is good"-stereotype on the implicit level. Both, males and females clearly favoured slim models over well-rounded models. Also, the study finds no correlation between explicit, stated preferences and the implicit preference. In conclusion, this study demonstrates the usefulness of the IAT for studying consumer behaviour. Its application in management practice is strongly encouraged. |
| URI: | https://marketing.conference-services.net/resources/327/2958/pdf/AM2012_0131_paper.pdf https://digitalcollection.zhaw.ch/handle/11475/15937 |
| Volltext Version: | Publizierte Version |
| Lizenz (gemäss Verlagsvertrag): | Lizenz gemäss Verlagsvertrag |
| Departement: | School of Management and Law |
| Organisationseinheit: | Institut für Marketing Management (IMM) |
| Enthalten in den Sammlungen: | Publikationen School of Management and Law |
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Hari, J., & Forestier, C. (2012). The thin win : implicit preference for slim models in advertising. Academy of Marketing Conference 2012, Southampton, United Kingdom, 2-5 July 2012. https://marketing.conference-services.net/resources/327/2958/pdf/AM2012_0131_paper.pdf
Hari, J. and Forestier, C. (2012) ‘The thin win : implicit preference for slim models in advertising’, in Academy of Marketing Conference 2012, Southampton, United Kingdom, 2-5 July 2012. Available at: https://marketing.conference-services.net/resources/327/2958/pdf/AM2012_0131_paper.pdf.
J. Hari and C. Forestier, “The thin win : implicit preference for slim models in advertising,” in Academy of Marketing Conference 2012, Southampton, United Kingdom, 2-5 July 2012, 2012. [Online]. Available: https://marketing.conference-services.net/resources/327/2958/pdf/AM2012_0131_paper.pdf
HARI, Jürg und Céline FORESTIER, 2012. The thin win : implicit preference for slim models in advertising. In: Academy of Marketing Conference 2012, Southampton, United Kingdom, 2-5 July 2012 [online]. Conference paper. 2012. Verfügbar unter: https://marketing.conference-services.net/resources/327/2958/pdf/AM2012_0131_paper.pdf
Hari, Jürg, and Céline Forestier. 2012. “The Thin Win : Implicit Preference for Slim Models in Advertising.” Conference paper. In Academy of Marketing Conference 2012, Southampton, United Kingdom, 2-5 July 2012. https://marketing.conference-services.net/resources/327/2958/pdf/AM2012_0131_paper.pdf.
Hari, Jürg, and Céline Forestier. “The Thin Win : Implicit Preference for Slim Models in Advertising.” Academy of Marketing Conference 2012, Southampton, United Kingdom, 2-5 July 2012, 2012, https://marketing.conference-services.net/resources/327/2958/pdf/AM2012_0131_paper.pdf.
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