Do female adolescents respond better to thin or plus-size ad characters?

Abstract

Purpose

This study aims to examine the effects of character body size, subject body size and product type on female adolescents’ attitudes toward the character. Given prior research showing that adolescents identify more strongly with those whom they view as similar to themselves, it is possible that heavy and obese adolescents will react more favorably to plus-size ad characters.

Design/methodology/approach

Two studies were conducted, one with females aged 12–14 and a second with females aged 15–17. Based on their body mass index, subjects were classified as of small/average size or overweight/obese. Ads featured either a thin, average-size or plus-size character, and promoted either a healthful or an unhealthful snack item.

Findings

In general, small/average size female adolescents responded more favorably toward thin characters, whereas their overweight/obese counterparts responded more favorably toward plus-size characters. Moreover, subjects’ responses were not moderated by the nutritional value (healthful vs unhealthful) of the product being advertised.

Research limitations/implications

To effectively promote healthy foods to overweight/obese adolescents, it may be advantageous to incorporate plus-size characters. Additional research is needed, however, to determine whether this approach can effectively influence brand attitudes and consumption behaviors.

Social implications

As obesity rates continue to rise, it has become vitally important to encourage healthier food choices among youth. To develop effective communication strategies, marketers need to better understand how young consumers respond to various advertising cues.

Originality/value

To the best of the authors’ knowledge, this is the first study to examine the effect of character size and subject size on female adolescents’ attitudes toward the character.

Citation

Bakir, A., Castonguay, J. and Blodgett, J.G. (2024), "Do female adolescents respond better to thin or plus-size ad characters?", Journal of Consumer Marketing, Vol. 41 No. 1, pp. 23-35. https://doi.org/10.1108/JCM-02-2021-4465