Model-Viewer-Gap Effect

Study 1 - A total of 410 women were included in the data analysis. The average height of the participants was 162 cm, ranging from 105 cm to 183 cm. The average weight was 70.82 kg, ranging from 40 kg to 122 kg. The participants were invited to participate in a survey about a women's fashion brand that would be launched soon in the Brazilian market and that the survey would be used to outline the profile of potential consumers of this new brand. First, the participants answered questions about their fashion profile, shopping habits, and clothing size. Next, they randomly saw one of the two ads featuring standard or plus-size model (M-VGap manipulation), and answered questions related to BInt and AtoB. Finally, the participants were asked about their physical features as height, weight, and BSat/BDiss.
Study 2 - A total of 729 participants were included in the data analysis. The average height of the participants was 162 cm, ranging from 104 cm to 192 cm. The average weight was 72.54 kg, ranging from 41 kg to 129 kg. Different from Study 1, the models portrayed in the ads for the manipulation of M-VGap were black women. In the field work, the procedure was identical to that of Study 1.