Title: The thin win : implicit preference for slim models in advertising
Authors : Hari, Jürg
Forestier, Céline
Conference details: Academy of Marketing Conference 2012, Southampton, United Kingdom, 02-05 July 2012
Issue Date: 2012
License (according to publishing contract) : Licence according to publishing contract
Type of review: Peer review (abstract)
Language : English
Subjects : Implicit Association Test; Werbung
Subject (DDC) : 659: Advertising and public relations
Abstract: 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.
Departement: School of Management and Law
Organisational Unit: Institute of Marketing Management (IMM)
Publication type: Conference paper
URI: https://marketing.conference-services.net/resources/327/2958/pdf/AM2012_0131_paper.pdf
https://digitalcollection.zhaw.ch/handle/11475/15937
Appears in Collections:Publikationen School of Management and Law

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