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Sökning: WAKA:ref > Jönköping University

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  • Aagerup, Ulf, 1969- (författare)
  • Obese models’ effect on fashion brand attractiveness
  • 2018
  • Ingår i: Journal of Fashion Marketing and Management. - Bingley : Emerald Group Publishing Limited. - 1361-2026 .- 1758-7433. ; 22:4, s. 557-570
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose: To investigate the effect of obese models vs. normal weight models on fashion brands’ attractiveness.Design/methodology/approach: An experiment was carried out in which 1,225 university students in Sweden and Brazil rated the attractiveness of a fashion brand worn by a normal weight model and an obese model.Findings: The overall effect of obese models’ effect on fashion brand attractiveness was insignificant. Further, neither culture, nor the consumer’s own weight had a significant effect. There was, however, a significant effect of the participant’s own gender; women rate fashion brands worn by obese models significantly higher on attractiveness than they did fashion brands worn by normal weight models. Men displayed the inverse response.Research limitations/implications: The effect of the model’s ethnicity was beyond the scope of the experiment, and the brand attractiveness scale captured only one aspect of brand character, leaving other potential brand effects for future studies.Practical implications: Companies can use obese models with no overall brand attractiveness penalty across markets and for marketing to women of all sizes. Given men’s negative reactions, such models might however be unsuitable for the male-to-female gift market.Social implications: The results support the use of obese models, which can lead to greater representation of larger women in the media, and consequently, reduced fat stigma.Originality/value: The study validates the theory of user imagery, and it extends the theory by examining how different target consumers react to user imagery traits and thus provides evidence for gender bias towards obese models.
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  • Aagerup, Ulf, 1969- (författare)
  • The influence of real women in advertising on mass market fashion brand perception
  • 2011
  • Ingår i: Journal of Fashion Marketing and Management. - Bingley : Emerald Group Publishing Limited. - 1361-2026 .- 1758-7433. ; 15:4, s. 486-502
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose: The purpose of this paper is to investigate how the weight of ideal users affects the perception of mass market fashion brands. Design/methodology/approach: An experiment was carried out in which 640 university students replied to a web survey, rating the brand personality of jeans and shirts according to Aaker's Big Five construct. The garments were worn by thin, overweight, and obese models. Findings: The findings show that consumers' impressions of mass market fashion brands are significantly affected by the weight of ideal users. Slender models lead to the most positive brand perception followed by obese models. Overweight user imagery is for pure fashion brand building the least attractive kind. Research limitations/implications: A limitation of this study is the use of convenient student samples. Consequently, the generalization of the results beyond this convenience sample may be limited. It is further possible, even probable, that high fashion would suffer more from the negative imagery of overweight and obese users than mass market fashion. It would therefore be interesting to replicate this experiment using clothes of higher fashion grade and price. Practical implications: The demonstrated effects of user imagery support the industry practice of slim ideal female imagery. Social implications: The results inform the debate over skinny models vs real women in advertising. Originality/value: Previous research regarding the effectiveness of real women in advertising has been inconclusive. This paper demonstrates not only that model weight affects consumers' brand perception, but also how.
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  • Aagerup, Ulf, 1969-, et al. (författare)
  • The persuasive effects of emotional green packaging claims
  • 2019
  • Ingår i: British Food Journal. - Bingley : Emerald Group Publishing Limited. - 0007-070X .- 1758-4108. ; 121:12, s. 3233-3246
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose - The purpose of this paper is to investigate the effects of rational green packaging claims vs emotional green packaging claims on consumers' purchase propensity for organic coffee.Design/methodology/approach - Three within-subjects experiment were carried out (N=87, N=245, N=60). The experimental design encompasses packaging with rational green claims, emotional green claims, as well as a neutral (control) claim. Measured variables are introduced to assess participants' environmental commitment and information processing ability. A manipulated between-subjects variable is introduced to test how distraction interacts with preference for the claims.Findings - Overall, consumers prefer products with green claims over those with neutral (control) claims, and products with emotional green claims to those with rational green claims. The studies also reveal that this effect is moderated by participants' environmental commitment, information processing ability and by distraction. The findings were statistically significant (p<0.05).Research limitations/implications - As a lab experiment, the study provides limited generalizability and external validity. Practical implications - For most organic FMCG products, it is advisable to employ emotional packaging claims.Social implications - The presented findings provide marketers with tools to influence consumer behavior toward sustainable choices.Originality/value - The paper validates previous contributions on the effects of product claim types, and extends them by introducing comprehensive empirical data on all the Elaboration Likelihood Model's criteria for rational decision-making; motivation, opportunity and ability.
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