Exploring Effects of Self-Evaluative and Motivational Schema in Appearance on Advertising Effectiveness in Fashion Ads

Thin-idealized models are mainly promoted in fashion ads, supporting “thinness sells.” Based on the self-schema theory, this study investigated how self-evaluative and motivational schema in appearance influenced attitudes toward brand advertising thin models and purchase intention. A web-based survey consisting of three different model stimuli—thin, average-sized, and no models—in fashion ads was conducted. A total of 380 female college students at a large Midwestern university in the United States responded to the web-based survey. Results indicate participants with higher motivational schema in appearance showed more positive attitudes toward brand and greater purchase intention when exposed to thin models rather than average-sized and no models. However, participants with lower motivational schema in appearance responded to thin models less favorably than those with higher motivational schema. These results explored individual differences of motivational self-schema in appearance in responses to thin models. Implications on marketing and advertising strategies for fashion ads were discussed.