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Investigation of Relationships Among Consumer Perceptions and Brand Preference in Photoshopped and Non-Photoshopped Fashion Advertisements Graduate Theses, Dissertations, and Problem Reports 2016 Investigation of Relationships among Consumer Perceptions and Brand Preference In Photoshopped and Non-Photoshopped Fashion Advertisements Kristina A. Smith Follow this and additional works at: https://researchrepository.wvu.edu/etd Recommended Citation Smith, Kristina A., "Investigation of Relationships among Consumer Perceptions and Brand Preference In Photoshopped and Non-Photoshopped Fashion Advertisements" (2016). Graduate Theses, Dissertations, and Problem Reports. 7132. https://researchrepository.wvu.edu/etd/7132 This Thesis is protected by copyright and/or related rights. It has been brought to you by the The Research Repository @ WVU with permission from the rights-holder(s). You are free to use this Thesis in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you must obtain permission from the rights-holder(s) directly, unless additional rights are indicated by a Creative Commons license in the record and/ or on the work itself. This Thesis has been accepted for inclusion in WVU Graduate Theses, Dissertations, and Problem Reports collection by an authorized administrator of The Research Repository @ WVU. For more information, please contact [email protected]. Investigation of Relationships among Consumer Perceptions and Brand Preference In Photoshopped and Non-Photoshopped Fashion Advertisements Kristina A. Smith Thesis submitted to the Davis College of Agriculture, Natural Resources and Design at West Virginia University in partial fulfillment of the requirements for the degree of Master of Science in Design and Merchandising Jung Ha “Jennifer” Yang, Ph. D., Chair Harry N. Boone, Jr., Ph.D. Christine Rittenour, Ph.D. School of Design and Community Development Morgantown, West Virginia 2016 Keywords: Advertising, Fashion, Digital Alteration, Body Image, Social Comparison Copyright 2016 Kristina Smith ABSTRACT Investigation of Relationships among Consumer Perceptions and Brand Preference In Photoshopped and Non-Photoshopped Fashion Advertisements Kristina A. Smith The use of digital alteration software on fashion models in advertising photographs has been used to promote an ideal standard of beauty for women. In an attempt to differentiate the thin ideal, fashion brand Aerie has vowed to not use digital alteration software to alter the physical characteristics of the models in their advertisements, while other companies such as Victoria’s Secret continues to utilize digital alteration techniques on their advertisements. This research examined consumer brand preference using Photoshopped Victoria’s Secret and non- Photoshopped Aerie fashion advertisements found from an online source. The purpose of this study was to examine college aged females perceptions of fashion brands Victoria’s Secret and Aerie. Through the use of an online survey, this study examined women’s brand preference of Victoria’s Secret and Aerie based on body image, online visual media literacy, self-esteem, self- congruence, brand image perception, and image preference. Results indicated that certain dimensions of body image and self-esteem, online visual media literacy, brand image, image preference, and self-congruence each played a key role in determining brand preference. These findings are vital as they can suggest alternative advertising methods for each brand. Acknowledgements Kristina Smith I would like to thank the faculty of the Davis College of Agriculture, Natural Resources & Design. It has been an honor learning from each of you. I would like to thank Dr. Harry Boone and Dr. Christine Rittenour for being on my thesis committee. I would especially like to thank Dr. Jennifer Yang for being the chair of my committee; without your patience, support, motivation, and late night phone calls this thesis would not have happened. I have learned so much from you during this process. Thank you also to Dr. Kerry Odell for advising me through my graduate school experience and for the funding that made this research possible. A big thank you for my parents for always listening and supporting each of my decisions and for always being a phone call away. Lastly, I would like to thank my husband, David, for inspiring me to start grad school and cheering me on during this process. iii Table of Contents Page Acknowledgements ....................................................................................................... iii List of Tables ................................................................................................................ viii List of Figures ............................................................................................................... vii Chapter I. Introduction ...................................................................................................... 1 Purpose of the study ................................................................................... 6 Definitions of concepts used in the study .................................................. 8 Justification for the study ........................................................................... 9 II. Literature Review ............................................................................................. 11 Influence of Advertisements on Consumers .............................................. 11 Social Comparison Theory ........................................................................ 14 Upward Comparison ........................................................................ 15 Self-Motivating/Non-Competitor ................................................... 16 Avoidance ....................................................................................... 17 Downward Comparison .................................................................. 18 Body Image ................................................................................................ 19 Media Literacy ........................................................................................... 21 Visual Literacy ........................................................................................... 23 Online Visual Media Literacy .................................................................... 25 Brand Image ............................................................................................... 26 Image Preference ....................................................................................... 27 Self-Esteem ................................................................................................ 28 Self-Congruence ........................................................................................ 32 Brand Preference ........................................................................................ 33 iv Hypotheses ................................................................................................. 37 III. Methods ............................................................................................................... 41 Questionnaire Development ....................................................................... 41 Body Image ..................................................................................... 41 Online Visual Media Literacy ......................................................... 46 Self-Esteem ..................................................................................... 49 Self-Congruence ............................................................................. 51 Image Preference ............................................................................ 53 Brand Image .................................................................................... 55 Brand Preference ............................................................................. 58 Data Collection Procedure ......................................................................... 61 IV. Results ................................................................................................................. 63 Profile of the Respondents ......................................................................... 63 Preliminary Data Analyses ........................................................................ 65 Factor Analysis .......................................................................................... 65 Results of Statistical Analysis to Test Hypotheses .................................... 68 Testing the Proposed Framework ................................................... 69 Relationship between Body Image and Self-Respect and Body Image and Self-Worth (Hypothesis 1) ................. 71 Relationship between Online Visual Media Literacy and Self-Respect and Online Visual Media Literacy and Self-Worth (Hypothesis 2) ............................................ 75 Relationship between Victoria’s Secret Brand Image and Self-Congruence, and Aerie Brand Image and Self-Congruence (Hypothesis 3) .................................... 78 Relationship between Victoria’s Secret Image Preference and Self-Congruence and Aerie Image Preference and Self-Congruence (Hypothesis 4) ................................... 81 v Relationship between Victoria’s Secret Brand Preference, Self-Respect and Self-Worth and Aerie Brand Preference, Self-Respect, and Self-Worth (Hypothesis 5) ...................... 84 Brand Preference and Self-Congruence and Aerie Brand Preference (Hypothesis 6) ........................ 88 V. Conclusion ..........................................................................................................
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