Health-Based Weight Stereotypes in Advertising: Perpetuating Unhealthy Responses among Overweight Identifiers

Abstract

In this research, we identify health-based weight stereotypes in advertising and demonstrate that they can perpetuate unhealthy outcomes within overweight populations. We show that advertisements featuring thin models and healthy (versus unhealthy) products lead to greater product–model fit, which leads consumers to view the advertisements more favorably. In contrast, for advertisements featuring overweight models and unhealthy (versus healthy) products, only overweight identifiers perceive higher levels of product–model fit leading to more favorable evaluations, perpetuating unhealthy consumption behaviors. In light of this concerning finding, we develop an actionable advertising strategy that better frames advertisements featuring overweight models to increase overweight consumers’ likelihood of purchasing healthy products.

Additional information

Notes on contributors

Scott Connors

Scott Connors (PhD, Washington State University) is an assistant professor, DAN Department of Management and Organizational Studies, Western University, London, Ontario, Canada.

Katie Spangenberg

Katie Spangenberg (Doctoral Candidate, University of Washington) is a PhD Student, Foster School of Business, University of Washington, Seattle, Washington, USA.

Andrew Perkins

Andrew Perkins (PhD, University of Washington) is an associate professor, Carson College of Business, Washington State University, Seattle, Washington, USA.

Mark Forehand

Mark Forehand (PhD, Stanford University) is a professor of marketing, Foster School of Business, University of Washington, Seattle, Washington, USA.