"Beauty knows no bounds": Exploring the influence of body size and content focus on women's body positivity

Abstract

Body positivity is a movement that promotes acceptance and appreciation of all body types. While previous research has explored the role of different model body types in promoting body positivity, there is no clear consensus on whether average-sized or plus-sized models would generate more positive outcomes. Moreover, most studies have focused on Western populations, leaving a gap in understanding within non-Western contexts. Average-sized models are often associated with assimilation effects, whereas plus-sized models are linked to downward comparison effects. Firstly, this study compared the influence of average-sized versus plus-sized models on body appreciation. Secondly, it also investigated how content focus—either aesthetic or functionality-based—influences body appreciation, and whether body size and content focus interact. Finally, the study explored the moderating role of self-esteem in shaping women's responses to model body size and content focus. Based on a 2 (average vs. plus-sized model) × 2 (aesthetic vs. functionality-focused content) experiment with 354 Chinese women (M_age = 31.68, M_BMI = 21.46), the findings showed that plus-sized models led to higher levels of body appreciation. Although content focus alone did not yield significant differences, an interaction effect emerged: plus-sized models paired with aesthetic-focused content led to greater body appreciation than the same content presented with average-sized models. Additionally, the study revealed a moderating effect of self-esteem on women's preferences for models and content. Women with high self-esteem preferred average-sized models and aesthetic-focused content, while those with low self-esteem favored plus-sized models and functionality-focused content. These findings have practical implications for promoting positive body image among women.