The research, led by Dr Xuemei Bian, of the University of Kent’s Kent Business School, considered the impact of using average and zero-sized models in marketing campaigns for both established and fictitious new fashion brands.
In three studies, the researchers asked women aged 18-25 which size of model they preferred. The studies also considered the role the women’s self-esteem played in their preference.
Dr Bian and her team found that when it came to established brands, average-sized models could be used interchangeably with size zero models, with little or no impact on product or model evaluation.
However, in the case of the ‘new’ fashion brands, the women in the studies preferred the use of average-sized models over those sized zero. This was because the women had no prior knowledge of the brand on which to base their judgment on.
The research found that this preference was even more pronounced among the women taking part in the studies who considered themselves to have low self-esteem.
Are size-zero female models always more effective than average-sized ones? Depends on brand and self-esteem! (Dr Xuemei Bian, University of Kent and Professor Kai-Yu Wang, Brock University, Canada) will be published by the European Journal of Marketing.