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Journal cover: Journal of Fashion Marketing and Management

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Online from: 1996

Subject Area: Marketing

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Fashion advertising: Does age, body type or ethnicity influence consumers' perceptions?


Document Information:
Title:Fashion advertising: Does age, body type or ethnicity influence consumers' perceptions?
Author(s):Hazel O. Jackson, (Associate Professor at California State University, Long Beach in the Department of Family and Consumer Sciences, Apparel Design and Merchandising), Nicolla Ross, (Department of Fashion Marketing and Management, California State University)
Citation:Hazel O. Jackson, Nicolla Ross, (1997) "Fashion advertising: Does age, body type or ethnicity influence consumers' perceptions?", Journal of Fashion Marketing and Management, Vol. 1 Iss: 4, pp.322 - 332
Keywords:Consumer perceptions, Fashion advertising
Article type:General review
DOI:10.1108/eb022509 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:The effect that the image of the fashion model had on consumer perceptions of a product was explored. An image of models typically found in fashion advertisements (mainstream models) and three different images of fashion models (older, larger and African-American peripheral models) which were less frequently used in fashion advertisements, were presented as the stimulus. Stimulus photographs and the Perception of Advertisement Scale were used to investigate the impressions consumers formed toward the model. Hypotheses 1, 2 and 3 were partially accepted. Results revealed that: (1) mainstream and African-American models were rated far more favourably for attractiveness; (2) the product (a pair of gold earrings) was thought to reflect the personality of older, larger and African-American models but not the mainstream model (respondents tended to be indifferent to the product); and (3) respondents tended to find the older model more credible than other models. Implications for peripheral market segments are given.


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