The influence of model position, attractiveness, and consumer body image on consumer attitudes in fashion advertising

Sensory marketing recognizes the significance of physical experiences in product evaluation and consumer decision-making. This study examined the effects of model features in fashion advertising and consumer physical characteristics on consumer attitudes, drawing on embodied cognition theory. In Study 1, consumers completed a Go/NoGo task, recognition task, and product evaluation. Results showed that model position significantly affects consumer attitudes: right-handed people rated the right position better. Additionally, trait body image can influence this position effect. In Studies 2 and 3, we activated and manipulated state body image, respectively, and discovered the interactive effects of model position, model attractiveness, and consumer body image. Individuals with high body image responded positively to highly attractive models on the right, while those with low body image favored right-positioned less attractive models. These findings provide empirical evidence that body image shapes how people’s bodies interact with the world, and provide practical guidance for sensory marketing.