Model size and discounts in fashion advertising: Individualistic versus collectivistic mindsets
(A2025-125648)

AUTHORS

Sukki Yoon, Bryant University; Kacy Kim, Bryant University; YUNG KYUN CHOI, Dept. of Advertising & PR/Dongguk University, Seoul; Teresa McCarthy Byrne, Bryant University; Sharmin Attaran, Bryant University

ABSTRACT

This research examines consumer responses to fashion advertisements featuring slim versus plus-size models, with or without price discounts. Study 1 reveals that American consumers are more likely to purchase and recommend a brand when a slim model endorses a discounted (vs. undiscounted) product. However, this effect vanishes with a plus-size model. We propose that slim models activate an individualistic mindset, emphasizing self-interest, while plus-size models evoke a collectivistic mindset, highlighting societal interest. Study 2 identifies a cultural difference: Korean consumers, operating in a chronically collectivistic mindset, prefer brands endorsed by plus-size models over slim models, regardless of discounts.