Warning: This image has been digitally altered: Consumer reactions to alteration disclaimers
(A2024-119382)

AUTHORS

Kacy Kim, Bryant University; Sohyeon Park, Korea University; Seolwoo Park, Jeju National University; Sukki Yoon, Bryant University

ABSTRACT

Advertisements digitally alter the images of models through photoshopping, enabling nuanced changes that can cast the images in more or less favorable lights. In Study 1, student participants view ads for a fictitious fitness app in which depictions of physiques have been altered to appear more fit or unfit, presented with and without disclaimers. In Study 2, student participants view ads for a fictitious dental clinic in which depictions of teeth have been digitally altered to appear aligned or misaligned, with and without disclaimers. The findings indicate that the inclusion of a disclaimer label increases (decreases) brand attitudes and purchase intentions when the ad features undesirable (desirable) images. Moderated mediation analyses suggest that the internalization of appearance ideals plays a significant role in these effects. The study has implications for marketers and consumer advocates.