dr. joandrea hoegg - does size matter? the effect of vanity sizing on product evaluations

Does Size Really Matter? The Effect of Vanity Sizing on Product EvaluationsThe Effect of Vanity Sizing on Product Evaluations

JoAndrea Hoegg Maura L. ScottAndrea C. Morales Darren W. Dahl

Marketing & Consumer SizeSize

THE UNIVERSITY OF BRITISH COLUMBIA

Vanity SizingVanity Sizing

Let ‘em eat cake, but if you want to sell ‘em

clothes, trick ‘em into thinking that the cake they

eat doesn’t put on pounds.”

(Eisenberg 2009)


The sizes, they are a-changin’y g

Size 14 19501950 and

todaytoday

Even in a 10-year span….


e a 0 yea spaSize 8 in 1986 is equal to size 10 in 1997 (Workman & Lentz 2000)

The sizes, they are a-changin’y g

W i t M t f Si 7/8 P t

363840

Waist Measurements for Size 7/8 Pants

2830323436

2426


Are your pants lying to you?e you pa ts y g to you


Our ResearchOur Research

How does vanity sizing affect consumers?Evaluation of clothing and retailersgEffects on self esteemEffects on shopping behaviours

THE UNIVERSITY OF BRITISH COLUMBIA7

Self-Esteem and Altered Sizes

Appearance Self Esteem – critical to sense of self worth• Chronic level• Context dependent

P l k t tt i iti b t d id• People seek to attain positive boosts and avoid negative drops that deviate from their normal level self-esteem.

• Clothing size may impact how we feel about ourselves.

L t l f th i• Lower appearance esteem people are more aware of their size.


Self-Esteem and Altered Sizes

Hypothesis 1: When a clothing item that fits is a smallerHypothesis 1: When a clothing item that fits is a smaller size than expected, consumers will evaluate the item more positively.

Hypothesis 2: When a clothing item that fits is a larger size than expected consumers will evaluate the item morethan expected, consumers will evaluate the item more negatively.

Hypothesis 3: When appearance esteem is bolstered, threats to self-esteem from larger size labels are

iti t d


mitigated

Study 1: Fitting Room ExperienceExperience

Variables manipulated:• Size on labels: smaller vs. larger than

expectedBolstered self esteem: intellect vsBolstered self esteem: intellect vs. appearance

KKey measures: • Attitude toward the pants (bad/good,

dis/like, un/pleasant, un/satisfied)• Likelihood to shop at the store



Two Phase StudyPhase 1 Bolstering• Intellect:

Aptitude test (GRE Jiang et al. 2010)

Outcome: 89th percentile – you’re smart!• Appearance:

“Symmetry and proportion test” – digital h tphotos

Outcome: 89th percentile – you’ve got a great shape!


great shape!


Phase 2: Evaluating a new local fashion retailerPhase 2: Evaluating a new local fashion retailer

Size label manipulated on pants hangersTwo Sizes Smaller (10 labeled “6”; 8 labeled “4”; etc )Two Sizes Smaller (10 labeled 6 ; 8 labeled 4 ; etc.)Two Sizes Larger (10 labeled “14”; 8 labeled “12”; etc.)


Study 1: Attitude toward PantsPants

5.5

4.794.825

5.5

4.30

4

4.5

Bolstered 3.75

3.5

4 Intelligence

Bolstered Appearance

3Two sizes larger Two sizes smaller

Appearance


Study 1 SummaryStudy 1 Summary

Consumers like small sizes and dislike large sizesConsumers like small sizes and dislike large sizes.

Reactions to clothing size seem to be driven in gpart by appearance self esteem. • Bolstering feelings about appearance reduces the

threat and mitigates the negative evaluationg g


How Do Consumers Cope?

Requiring a larger size is a threat to appearance self

p

q g g ppesteem.

Consumers compensate for threats by consuming.• Affirm threatened aspects of the self• Compensatory consumption

Hypothesis 4: When a clothing item that fits is a larger size than expected, consumers will have higher purchase intentions for non-sized productsintentions for non sized products


Study 2: Measurement ExperienceExperience

Variables manipulated• Size: expected size, two sizes larger than expected

Phase 1: R t t d i i b i ttiReport expected size in business attire

Phase 2: (three weeks later)Evaluate tailor made clothing

Key Measures: Willingness to pay for suitAttitude toward the suitAttitude toward the suitLikelihood of purchasing other products from retailer

> Sized items (skirts, blouses, undergarments) > Non-sized items (fragrance, scarves, jewelry/watches)


Evaluating Custom-Made Business SuitBusiness Suit

Go into Dressing RoomgTake MeasurementsBring Sheet to Administrator


Evaluating Custom-Made Business SuitBusiness Suit

Administrator References Fictitious Size Chart, Assigns Size and Suit


Sample Card

Study 2 ResultsStudy 2 Results

Attitude toward suit WTP5.49

4.535

6Attitude toward suit

$188.00

$148 00$160

$200WTP

3

4$148.00

$120

$160

1

2

$40

$80

0Expected Size Larger Size

$0

$40

Expected Size Larger Size


Expected Size Larger Size19

p < .05p < .05

Study 2 ResultsStudy 2 Results

Likelihood of Purchasing Other Items

4 83 5.005

6

4.834.44

4.074

5

3

4Sized Items

Non-Sized Items

2Expected Size Larger Size


Expected Size Larger Size

Summary – Study 2y y

Evidence of a coping mechanism• Evidence of a coping mechanism through consumption.

Th t d i di id l h i d d• Threatened individuals purchase non-sized goods and avoid sized goods.


Can Consumers Protect Themselves?Themselves?

Consumers’ Knowledge of Persuasion Attemptsg pConsumers have ideas about persuasion that help them form

attitudes about influence agents (Friestad & Wright 1994)

Reduced size label persuasion attempt

Hypothesis 5: The effects of altered sizing practice will be reduced when consumers are wary of marketing persuasion tacticsare wary of marketing persuasion tactics.


Study 3Study 3

Variables ManipulatedSize: smaller than expected vs. larger than expectedS i i f k tSuspicion of marketers: yes vs. no

Two part study:Two part study:Part 1: Read persuasion knowledge article or neutral

articleP 2 S i b l i d iPart 2: Scenario about selecting and trying on pants

… as you pull the pants up you find that they are far [too loose/too tight]...After trying on a few pairs, you find a pair that fits perfectly that is labeled two sizes


find a pair that fits perfectly that is labeled two sizes [smaller/larger] than your normal size.

Study 3 Results - AttitudesStudy 3 Results Attitudes

5.32

4 785

6

4.78

3.884

5

Not Suspicious

3.28

3

Suspicious

2Smaller Size Larger Size


ConclusionsConclusions

• Consumers like fitting into smaller sizes andConsumers like fitting into smaller sizes and respond very negatively to larger sizes

• Size label can act as a boost or threat to consumers’ self esteemself esteem. • Is boosted self esteem a good thing in this case?

• Consumers respond to appearance threats byConsumers respond to appearance threats by purchasing non-sized appearance-enhancing items.

• Improving consumers’ awareness of marketing tactics reduces but does not eliminate the effectstactics reduces, but does not eliminate the effects.


Thank you!