Influence of Idealized Fashion Models on Purchasing Behavior
29 Aug, 2013
26 Nov, 2014
31 Dec, 2014
This paper examines how consumers’ perceptions of similarity, familiarity, and belief toward idealized models (celebrities) shown in advertisements influences their purchase intentions. The conceptual framework for this study is based on the theory of social comparison and the theory of attraction. Two hundred and twenty women participated in the survey. The Perceived Similarity Scale of Festinger (1954) and Cash (2008) modified by Perrier (2008) was used in this study. The rest of the measures Perceived Likeability Scale, Belief about Idealized Model Scale, and Purchase Intention Scale were developed by Perrier (2008). A positive relationship between perceived similarity and purchase intention was found. Likeability was also a significant predictor of purchase intention; whereas nonsignificant relationship was found between belief about idealized model and purchase intention. Respondents’ inference on their similarity and likeness to the idealized models perhaps was based on attitude and dresses rather than physical attributes. Additionally, exposure to idealized ultra-thin images of models and celebrities adversely affected self-perception and body image as a consequence consumer’s positive attitude toward unnecessary products increases. Implications for marketers were derived from the results.
This work is licensed under a Creative Commons Attribution 4.0 International License.