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8 PagesPosted: 16 Jan 2015
See all articles by Nilüfer Aydinoğlu
Nilüfer Aydinoğlu
Koc University
Aradhna Krishna
University of Michigan, Stephen M. Ross School of Business
Date Written: December 13, 2010
Abstract
Vanity sizing, the practice of clothing manufacturers, whereby smaller size labels are used on clothes than what the clothes actually are, has become very common. Apparently, it helps sell clothes — women prefer small size clothing labels to large ones. We propose and demonstrate that smaller size labels evoke more positive self-related mental imagery. Thus, consumers imagine themselves more positively (thinner) with a vanity sized size-6 pant versus a size-8 pant. We also show that appearance self-esteem moderates the (mediating) effect of imagery on vanity sizing effectiveness — while vanity sizing evokes more positive mental imagery for both low and high appearance self-esteem individuals, the effect of the positive imagery on clothing preference is significant (only) for people with low appearance self-esteem, supported by the theory of compensatory self-enhancement. Our suggestion of simple marketing communications affecting valence of imagery and consequent product evaluation have implications for many other marketing domains.
Suggested Citation:Suggested Citation
Aydinoğlu, Nilüfer and Krishna, Aradhna, Imagining Thin: Why Vanity Sizing Works (December 13, 2010). Available at SSRN: https://ssrn.com/abstract=2549968 or http://dx.doi.org/10.2139/ssrn.2549968
Nilüfer Aydinoğlu
Koc University ( email )
Rumelifeneri Yolu
34450 Sar?yer
Istanbul, 34450
Turkey
Aradhna Krishna (Contact Author)
University of Michigan, Stephen M. Ross School of Business ( email )
701 Tappan Street
Ann Arbor, MI MI 48109
United States
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