Beyond the standard: The impact of mannequin body diversity on brand perceptions and consumer behavior

Retailers are increasingly incorporating mannequins with diverse body types into their store displays, yet little is known about how consumers respond to this form of visual merchandising. Across seven studies, we examine how mannequin body diversity influences consumer evaluations of brands and products. We find that displays featuring both traditional-size and plus-size mannequins lead to more favorable brand attitudes and higher willingness to pay than displays featuring only one body type. These effects operate through two complementary mechanisms. At the individual level, diverse mannequin displays strengthen self-brand connection by increasing the personal relevance of the brand. At a broader, other-oriented level, diverse mannequins increase perceived brand inclusivity by signaling that the brand represents a wide range of consumers. We also identify important boundary conditions. The effectiveness of diverse mannequin displays is moderated by brand positioning, such that effects are attenuated for luxury brands. The identity-based pathway through self-brand connection is moderated by consumers’ body mass index, with weaker effects at lower BMI levels. We further find that these effects generalize beyond body-type diversity: we demonstrate that mannequin skin tone diversity also produces similar benefits for brand attitudes. Together, these findings demonstrate when and why mannequin diversity shapes consumer responses and how visual merchandising strategies influence brand evaluations.