Effect of the Information about the Use and Non-Use of Photoshopping of Female Ad Models on Brand Attitudes of Young Female Consumers

There is a public debate about whether marketers should be required to provide information about photoshopping when they use idealized images of female ad models. Proponents of such information expect that this measure will counteract diminished self-esteem in young females and reduce consumer deceptions. In two experiments, we examine the effects of three factors: the depiction of female ad models in their idealized vs. Authentic appearance, the presence vs. absence of information that an idealized model has been digitally retouched, and the presence vs. Absence of information that a model shown in her authentic appearance has not been digitally retouched. We contribute to research as we focus on the impact on brand attitudes while previous research has mainly focused on the influence on self-esteem. We present new findings that could assist decisions in practice: For most beauty product categories, we find that non-extreme levels of model idealization result in highest brand attitudes. Information about photoshopping ad modelspromoting beauty products leads to lower brand attitude. Information about the non-use of photoshopping authentic ad models tends to result in higher brand attitudes.