Consumer Responses to Fashion Advertisements Using Models in Wheelchairs

Is There a Relationship to Consumers' Optimum Stimulation Level

Bibliographic Data

ID7773166
AuthorsJane E Workman (corresponding author), Elizabeth W Freeburg
Year1996
Volume24
Issue3
Pages237-253
Publication date1996-03-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueFamily and Consumer Sciences Research Journal (JOURNAL)
Journal identifiersISSN: 1077-727X • E-ISSN: 1552-3934
PublisherWiley (PUBLISHER • GB)
DOI10.1177/1077727x960243002
OpenAlexW1992825418
LanguageEN
Citations received1
References cited12

This study examines consumer responses tofashion advertisements using 2 advertising stimuli (model in wheelchair/lawn chair). Further, because models in wheelchairs are unusual stimuli, the effect of consumers' Optimum Stimulation Level (OSL) on responses to the advertising stimuli is explored. In an experiment using stimulus sampling, 101 working women viewed a fashion advertisement featuring 1 of 3 models in a wheelchair or a lawn chair and rated the likelihood that they would inquire about, would consider purchasing, and would actually purchase advertised items. There were no significant effects for OSL, social desirability, or individual models on consumer responses. Consumers were more likely to inquire about, more likely to consider purchasing, and more likely to actually purchase the clothing items presented by a model in a wheelchair. Results have implicationsfor OSL theoryfashion marketers targeting working women, models in wheelchairs, and society as a whole

Advertising · Business · Clothing · Cognitive psychology · Lawn · Political science · Purchasing · Wheelchair · Computer Science · Consumer Behavior in Brand Consumption and Identification · Consumer Retail Behavior Studies · Evolutionary Psychology and Human Behavior · Psychology · Marketing

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