Purpose Fashion brands are increasingly showcasing curvy models, characterized by large breasts, wide hips, big buttocks and small waists, yet the psychological and behavioral impact of these representations on adolescent girls remains under-studied. This exploratory study aims to investigate how exposure to thin vs curvy models in fashion advertising relates to adolescent girls’ body image attitudes and purchase intentions. Design/methodology/approach Thirty-four adolescent girls participated in six focus groups using photo-elicitation. Participants viewed Instagram fashion advertisements with thin or curvy models. Thematic analysis identified patterns in cognition, affect and behavior related to body image and purchasing. Findings Reports of body image attitudes and clothing purchase intentions varied little between groups exposed to thin vs curvy models. In each case, two contrasting clusters of attitudes and intentions were evident. Negative body image attitudes were indicated by upward appearance comparisons, feelings of inadequacy and limited purchase intentions, with the latter attributed to perceived discrepancies between the advertised clothing and participants’ body shapes. Conversely, positive attitudes were indicated by body acceptance and appreciation, assessment of the clothing independently of model size or shape and stronger purchase intentions. Practical implications Fashion marketers should take account of how adolescents’ responses to fashion model diversity vary with their body image orientations and social media literacy. Originality/value This study contributes new insights into how adolescent consumers interpret and respond to model body types in fashion marketing. It reveals that their body image plays a more salient role than model size in shaping consumer behavior.
Ferdousi et al. (Wed,) studied this question.