Big spenders

Costly Curves

Western cultures tend to associate thinness with beauty, health, self-discipline, success, and economic value. Research by Marisabel Romero and Adam Craig, recently published in the Journal of Consumer Research, shows that these associations can have an unconscious effect on consumer behavior and that outcomes may differ between people of various sizes. While thinness should trigger positive stereotypes, these associations may have a negative effect on the decisions of high-BMI individuals whose body image contrasts the ideal. This was investigated in a series of studies. ….[READ]

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