Model sequence matters: how presentation order of plus-size, average-size and thin-size models influences online shopping behavior

Purpose This study applied the belief-adjustment model and the selective accessibility model to explore the effect of image presentation order of plus-size models accompanied by either thin-size or average-size models on self-referencing perception and subsequent purchase intentions. Design/methodology/approach A between-subject experimental design was conducted with 2 (order of plus-size model image: plus-size first vs last) × 2 (other model images: thin- vs average-size). Findings This study revealed that when thin-size and plus-size model images were shown together, both average-size and plus-size participants exhibited higher self-referencing when the model similar to their own body type was presented first than last (primacy effect). In contrast, when plus-size models were presented with average-size models, the image order had no significant effect on self-referencing for either group. Additionally, self-referencing mediated the interaction between the order of plus-size model image and the type of accompanying model images on consumers' purchase intentions. Originality/value This study uniquely examines consumer perceptions of multiple model sizes, such as thin-size and plus-size models presented together in online retail, which is a practice that reflects contemporary marketing strategies but remains underexplored in existing research.