1

Abstract

This research investigated how the type of models used (skinny vs. real/ body positive) influenced
peoples perception of a brand and their purchasing intention towards the product. The study
found that the respondents (N= 109 valid responses total) in the experimental group exposed to
the skinny model advertisement had statically significant higher brand perception and purchase
intention than the experimental group exposed to the body positive models. Practical and
theoretical implications are discussed along with the limitations.

Keywords: Skinny Models, Body Positive, Brand Perception, Purchase Intention