@article{2023:pappenheim:effect_of_,
title = {Effect of the Information about the Use and Non-Use of Photoshopping of Female Ad Models on Brand Attitudes of Young Female Consumers},
year = {2023},
note = {There is a public debate about whether marketers should be required to
provide information about photoshopping when they use idealized images
of female ad models. Proponents of such information expect that this
measure will counteract diminished self-esteem in young females and
reduce consumer deceptions. In two experiments, we examine the effects
of three factors: the depiction of female ad models in their idealized
vs. Authentic appearance, the presence vs. absence of information that
an idealized model has been digitally retouched, and the presence vs.
Absence of information that a model shown in her authentic appearance
has not been digitally retouched. We contribute to research as we
focus on the impact on brand attitudes while previous research has
mainly focused on the influence on self-esteem. We present new
findings that could assist decisions in practice: For most beauty
product categories, we find that non-extreme levels of model
idealization result in highest brand attitudes. Information about
photoshopping ad modelspromoting beauty products leads to lower brand
attitude. Information about the non-use of photoshopping authentic ad
models tends to result in higher brand attitudes.},
journal = {Marketing ZFP},
pages = {4--37},
author = {Pappenheim, Christina and Gierl, Heribert},
volume = {45},
number = {3}
}