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Turns out, skinny models and celebrities don’t actually sell products!

We know that your mind just got blown, but a recent study done by the Warwick Business School concluded that pictures of just the model or celebrity don’t actually sell products, it’s the “total lifestyle” image that consumers respond to. 

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According to the study, when a woman sees a skinny model, she feels more ostracized than inspired to buy the item being sold. Apparently, the model triggers a scornful coping mechanism which helps the woman feel better about her own looks.

This left us wondering if the model is not positively selling the item, then what is? Although the picture may evoke scorn, it is the lifestyle being portrayed that people buy into. If a celebrity or model is placed in more of an atmospheric setting that compliments what the advertiser is selling, the reaction is better.

According to Warwick,

“We found that a woman’s self-perception and consequent effects on product evaluation depend on the degree of attention paid to the idealized image of a woman in advertisements.”

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The bottom line is, if the beautiful model or celebrity is put in a situation that looks like a lifestyle choice, the viewer can identify with it easier and it thus makes the product more attractive for purchase. 

What do you think?  Let us know in the comments below.