Merchandising/Marketing/Retailing: Branding

The Effect of Plus-Sized Model Image Presentation Order on Plus-Sized Consumers’ Self-Referencing and Purchase Intentions

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Abstract

The increasing inclusivity of body image perceptions has popularized diverse model representations in online retail. This study examines how the presentation order of plus-size models, shown alongside thin-size or average-size models, influences self-referencing perceptions and purchase intentions among plus-size consumers. Grounded in the belief-adjustment and selective accessibility models, a 2 × 2 between-subject experimental design was employed, varying plus-size model order (first vs. last) and accompanying model type (thin- vs. average-size). The findings indicate that presenting a plus-size model image first than last, alongside thin-size model images, results in higher self-referencing and purchase intentions among plus-size consumers (primacy effect). However, no order effect was found when the plus-size model image was paired with average-size model images. This study offers theoretical insights into order effects and practical strategies for optimizing image presentation to enhance inclusivity and engagement of plus-size consumers in online retail contexts.

Keywords: Order effect, Plus-size, Inclusivity, Diversity, Self-referencing

How to Cite:

Lee, J., Shovo, H. & Hossain, M., (2025) “The Effect of Plus-Sized Model Image Presentation Order on Plus-Sized Consumers’ Self-Referencing and Purchase Intentions”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18812