Abstract
This paper examines how consumers’ perceptions of similarity,
familiarity, and belief toward idealized models (celebrities)
shown in advertisements influences their purchase intentions.
The conceptual framework for this study is based on the theory
of social comparison and the theory of attraction. Two hundred
and twenty women participated in the survey. The Perceived
Similarity Scale of Festinger (1954) and Cash (2008) modified
by Perrier (2008) was used in this study. The rest of the measures
Perceived Likeability Scale, Belief about Idealized Model Scale,
and Purchase Intention Scale were developed by Perrier (2008).
A positive relationship between perceived similarity and
purchase intention was found. Likeability was also a significant
predictor of purchase intention; whereas nonsignificant
relationship was found between belief about idealized model and
purchase intention. Respondents’ inference on their similarity
and likeness to the idealized models perhaps was based on
attitude and dresses rather than physical attributes. Additionally,
exposure to idealized ultra-thin images of models and celebrities
adversely affected self-perception and body image as a
consequence consumer’s positive attitude toward unnecessary
products increases. Implications for marketers were derived from
the results.
Tariq Jalees, Mustaghis-ur-Rehman. (2014) Influence of Idealized Fashion Models on Purchasing Behavior, Pakistan Journal of Psychological Research, Volume-29, Issue-2.
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