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    Model Looks, Motives, and Affective Outcomes

    199972_199972.pdf (222.4Kb)
    Access Status
    Open access
    Authors
    Dickinson-Delaporte, Sonia
    Ford, J.
    Gill, D.
    Date
    2014
    Type
    Journal Article
    
    Metadata
    Show full item record
    Citation
    Dickinson-Delaporte, S. and Ford, J. and Gill, D. 2014. Model Looks, Motives, and Affective Outcomes. Journalism and Mass Communication Quarterly. 91 (2): pp. 357-374.
    Source Title
    Journalism and Mass Communication Quarterly
    DOI
    10.1177/1077699014527454
    ISSN
    1077-6990
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/3632
    Collection
    • Curtin Research Publications
    Abstract

    Highly attractive models are intended to impact psychologically on message receivers and improve awareness, expectations, attitudes, beliefs, and advertising effectiveness; however, benefits accrue in only particular situations. This study examines how advertising triggers affect when comparison motive is paired with a particular model beauty type. Qualitative work preceded empirical study, which involved use of three types of model beauty (classic, sexual, and cute), two comparison motives (self-evaluation headline and self-improvement headline), and two product contexts (problem-solving and enhancement). Female university students (N = 1,170) were surveyed with findings indicating that viewers do react differently depending on the beauty type, with evidence of an interaction between beauty type and comparison motive.

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