How size-inclusive advertising shapes favorable responses in South Korea: a comparative study with the United States

As global brands increasingly adopt size-inclusive advertising, understanding cross-cultural consumer responses has become essential. Drawing on two experimental studies, this research compares South Korean and US consumers to examine how size-inclusive advertising shapes perceptions of corporate social responsibility (CSR) and inclusivity, and how these perceptions influence behavioral intentions. Study 1 revealed that, although South Korean consumers perceived plus-size models as less likable, they nonetheless reported higher levels of perceived CSR. Building on this, Study 2 confirmed that exposure to size-inclusive advertising enhanced perceptions of both CSR and inclusivity, which subsequently fostered favorable behavioral intentions in both cultural contexts. Notably, perceived inclusivity played a more salient role in shaping behavioral intentions among US consumers. Collectively, the findings advance cross-cultural advertising research by underscoring the role of size inclusivity in shaping consumer responses and by offering actionable implications for global brand communication strategies.