Fashion Model's Age as an Influence on Consumers' Attitudes and Purchase Intent

Abstract

Generally, women's fashion magazines have not featured models over age 40 to communicate fashion messages to the older population. A counter‐balanced de sign was used to test whether age similarity between a message source (fashion model) and a message receiver (fashion consumer) would (1) affect consumers' attitudes toward fashion models and (2) influence consumers' purchase intent of fashion apparel. Respondent and model ages were the variables investigated. Respondents 46 and under were defined as younger (n = 48); respondents over 46 were older (n = 48). A pretest ascertained that models were perceived as younger (established at about 25 years) or older (close to 55 years). Using a ran domized plan, subjects completed two identical attitude measures (each with a photograph of either a younger or older model), a purchase intent measure and a demographic measure. The attitude questionnaire measured perceived age simi larity, source credibility and interpersonal attraction. Age similarity between older models and older consumers resulted in significant positive effects for source credibility and interpersonal attraction. Younger consumers evaluated older models higher than younger models on one dimension of credibility, but indi cated no other significant differences in attitudes toward younger or older models. Purchase intent was not affected by age similarity or dissimilarity.

Effects of Model Age on Adult Female Consumers’ Purchase Intentions and Attitudes for an Age-Specific Product, Clothing

“…These findings are similar to those previously reported (Kozar & Damhorst, 2008;Steinhaus & Lapitsky, 1986). As part of the Kozar and Damhorst study, women between the ages of 60-80 indicated a stronger likelihood of purchasing clothing from retailers who use older models in their advertising.…”

“…As part of the Kozar and Damhorst study, women between the ages of 60-80 indicated a stronger likelihood of purchasing clothing from retailers who use older models in their advertising. Similarly, Steinhaus and Lapitsky (1986) found that older women perceived older models as more believable, qualified, and credible when assessing fashion apparel. In the current study, perceived similarity also impacted participants' perceptions of the model's attractiveness and fashionability, and indicated a stronger purchasing intent when models were perceived as being similar.…”

“…Intended purchase behavior is a method oftentimes used to assess the effectiveness of an ad (Steinhaus & Lapitsky, 1986). As part of this study, participants' intentions to purchase the clothing worn by the models in the photographs were evaluated.…”

“…Conversely, older consumers only perceived similarity to older models and were significantly less socially attracted to younger models as compared to older models. The older consumers also rated the younger models as being significantly less trustworthy and credible (Steinhaus & Lapitsky, 1986). …”

“…According to Festinger (1954), individuals are typically less impacted by others who are too different or divergent from one's own characteristics. Characteristics used in forming these impressions are usually superficial, such as dress and appearance (Steinhaus & Lapitsky, 1986). Oftentimes, consumers have more positive responses to those perceived as similar.…”