18 pages., Online via UI e-subscription, Through an experimental design, this study examined the effects of the weight or body type of those modeled in advertisements on purchase intent for two types (diet and non-diet) of a fictitious brand of soda. Findings revealed that thinner models were associated with greater purchase intent and more positive brand belief for the diet drink. However, no relationship was found between model size and purchase intent or brand belief for the non-diet drink.
Crawford, Patricia B. (author), Ritchie, Lorrene D. (author), Martin, Anna C. (author), Rodriguez, Luis (author), Johns, Margaret (author), Lamp, Cathi (author), and Wang, May C. (author)
Format:
Online article
Publication Date:
2009-08
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 175 Document Number: C30089
