Fashion advertising often presents an idealized image of beauty, raising the question: what happens when brands embrace body diversity? In this episode of the Marketing Science Lab, we dissect the 2024 study "Empowered by Representation: How Plus-Size Models Create Brand Evangelists," published in Psychology & Marketing. This research explores the impact of featuring plus-size models on consumer perception and brand loyalty (Chauhan, 2024).
What Did the Researchers Want to Know?
The core question was whether featuring plus-size models could transform customers into brand evangelists, those passionate advocates who actively recommend a brand.
A Real-World Experiment
One of the six studies conducted involved a two-week field experiment in a local shop. The researchers altered only one variable: the models in the shop's advertising. During week one, ads showcased thin models; week two, they featured plus-size models. The salespeople were unaware of the experiment, ensuring genuine customer reactions. The results? A 20% increase in customers (53% vs. 33%) recommending the shop after seeing plus-size models.
Deeper Dive in the Lab
Three additional studies recreated the shopping experience in a lab setting to control for extraneous variables. These studies uncovered a more nuanced finding: the observed increase in brand evangelism was linked to a heightened sense of empowerment among consumers. Seeing plus-size models fostered a sense of belonging and validation, particularly relevant in a consumer culture that often emphasizes a narrow definition of beauty.
The Power of Feeling Seen
Why does this happen? The constant bombardment of often unrealistic imagery can leave many feeling inadequate. Inclusive advertising, however, can signal a brand's acknowledgment and acceptance of diverse body types. This validation can be incredibly empowering, forging a deeper connection with the brand.
From Empowerment to Evangelism
But does feeling empowered automatically lead to becoming a brand evangelist? The research suggests it can. When consumers feel empowered by a brand, they connect on a deeper level. It becomes less about purchasing a product and more about aligning with the brand's values. Consumers who believe strongly in a brand’s message are more inclined to become vocal advocates.
The Role of Personality: Empathy and Materialism
Two final studies explored the moderating role of personality. Consumers with higher levels of empathy showed a stronger connection to the inclusivity message, further amplifying brand evangelism. In contrast, those high in materialism appeared less influenced by the body diversity message, with their focus remaining on tangible product benefits.
Authenticity Matters
The hosts emphasized that for brands to truly connect with consumers, authenticity is paramount. Inclusive advertising should not be a fleeting trend but woven into the DNA of the brand. If a brand has established DEI and inclusivity into their values, it will resonate strongly within the brand’s community. Genuine commitment shines through, leading to increased customer loyalty and advocacy.
The Potential Downside of Exclusion
In today's interconnected world, amplified by social media, brands cannot afford to ignore diversity. Consumers are quick to call out brands for lack of representation. This raises the question: could exclusion be a brand's downfall? Food for thought.
Key Takeaways for Brands:
Authenticity is Key: Inclusivity must be integrated into a brand’s core values, not just a marketing tactic.
Empowerment Fuels Evangelism: When consumers feel seen and valued, they are more likely to become brand advocates.
Empathy Matters: The power of inclusive advertising is amplified for consumers high in empathy.
Consider Individual Values: Materialism can dampen the impact of inclusivity messages.
The Risk of Exclusion: In an age of social media scrutiny, lack of inclusivity can be damaging to a brand's reputation.
Interactive Study Guide: https://quizlet.com/study-guides/plus-size-models-and-brand-evangelism-research-3259be8c-2754-4a0b-8442-26272dc10f7b?i=3i62em&x=13qt
Chauhan, V., Gupta, M., & Das, G. (2024). Empowered by representation: How plus-size models create brand evangelists. Psychology & Marketing, 1–19. https://doi.org/10.1002/mar.22122
Share this post