Differences in men’s and women’s responses to large-size versus idealized advertising models

This article examines the effect of sex-matched large-size (vs. idealized) models on men’s and women’s ad and brand attitude, and the mediating role of positive and negative emotions in this relationship. This article extends research on the relationship between large-size models and advertising effectiveness by clarifying (1) men’s and women’s differential responses to advertisements featuring large-size relative to sex-matched idealized (muscular or thin) models, and (2) positive and negative emotions as distinct psychological mechanisms in this relationship. Results show that men’s and women’s responses to large-size models diverge: Women report more favorable ad and brand attitudes in response to a large-size (vs. idealized thin) model and positive emotions mediate this effect. Men express less favorable ad and brand attitudes in response to a large-size (vs. idealized muscular) model and negative emotions mediate this effect. These findings challenge the assumption that advertisements featuring large-size models resonate with all consumers.