Does Body Positivity Yield Positive Attitudes? : The Effects of Female Empowerment in Advertisements on Consumer Perceptions
Location
Access Type
Campus Access Only
Entry Number
2
Start Date
4-7-2021 9:45 AM
End Date
4-7-2021 10:00 AM
Abstract
This thesis will examine the relationship between female-empowering advertisements and consumer attitudes and perceptions of brands. Currently, there has been consumer resistance against ads that lack diverse size ranges. To show social responsibility, many companies are switching to more authentic and realistic advertisements, featuring a diverse range of models who are not digitally enhanced. The goal of this study is to determine if such practices will increase positive attitudes associated with the brand and its products.
To achieve the goal of this study, research and review of past studies was completed to analyze the relationship between women’s portrayal in advertisements and consumer reactions to those ads. The data collected in this literature review provided a history or background for the topic, as well as inform the current study, which involved surveying female students attending the University of Lynchburg to find the effects of body positive advertisements on self-perception and perceptions of the advertisement and product being displayed. This research informed recommendations for how to go forward with the study to determine how attitudes towards body positive advertisements drives purchase intention in the consumer.
Faculty Mentor(s)
Professor Frank WhitehouseDr. Nicole SandersDr. Hanna Pepper
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Does Body Positivity Yield Positive Attitudes? : The Effects of Female Empowerment in Advertisements on Consumer Perceptions
This thesis will examine the relationship between female-empowering advertisements and consumer attitudes and perceptions of brands. Currently, there has been consumer resistance against ads that lack diverse size ranges. To show social responsibility, many companies are switching to more authentic and realistic advertisements, featuring a diverse range of models who are not digitally enhanced. The goal of this study is to determine if such practices will increase positive attitudes associated with the brand and its products.
To achieve the goal of this study, research and review of past studies was completed to analyze the relationship between women’s portrayal in advertisements and consumer reactions to those ads. The data collected in this literature review provided a history or background for the topic, as well as inform the current study, which involved surveying female students attending the University of Lynchburg to find the effects of body positive advertisements on self-perception and perceptions of the advertisement and product being displayed. This research informed recommendations for how to go forward with the study to determine how attitudes towards body positive advertisements drives purchase intention in the consumer.