Article ID Journal Published Year Pages File Type
5109430 Journal of Business Research 2017 11 Pages PDF
Abstract
In a series of three experimental studies, this research examines the effects of a retouch-free vs. retouched disclaimer on appearance satisfaction, advertising effectiveness, and evaluation of other women. Our results show the positive effect of a retouch-free disclaimer on appearance satisfaction, attitude toward the ad, and purchase intentions (Study 1) based on authenticity and its components: realism and meaningfulness of the ad (Study 2). Interestingly, results are in the opposite direction considering the evaluation of other women, who are evaluated as less attractive when exposed to a retouch-free disclaimer (Study 3). This study provides valuable insights from a theoretical and managerial perspective on how marketers can appeal to Millennials without overtly telling them they are authentic.
Related Topics
Social Sciences and Humanities Business, Management and Accounting Business and International Management
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