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ISSN : 1229-8778
According to prior research on body image, attractive body image induces the contradicting effect. For example, Grabe, Ward and Hyde(2008) suggested that attractive body image led to positive effects. Yet Argo, White and Dahl(2006) suggested that attractive body image led to negative effects. Thus, the current research suggested a moderating varibale, competitive context, to investigate the influence of attractive ad model on product evaluation. The results revealed that the attractive ad model led more favorable evaluation in noncompetitive context than in competitive context. By contrast, non-attractive ad model led more favorable evaluation in competitive context than in noncompetitive context. And these results may be differed by the type of product.
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