Body size congruity effects on online shopping outcomes: A dual-congruity perspective

Mogg, Olivia (2014). Body size congruity effects on online shopping outcomes: A dual-congruity perspective Honours Thesis, UQ Business School, The University of Queensland.

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Author Mogg, Olivia
Thesis Title Body size congruity effects on online shopping outcomes: A dual-congruity perspective
School, Centre or Institute UQ Business School
Institution The University of Queensland
Publication date 2014
Thesis type Honours Thesis
Supervisor Nicole Hartley
Total pages 104
Language eng
Subjects 1503 Business and Management
Abstract/Summary Congruity (“matchness”) theory and its connection with the concept of attitude change are well-established within the consumer behaviour literature. Whilst an abundance of literature examines this relationship in regards to celebrity sponsorship or other promotional figures and product/brand image, on no account does it explore the congruity between attributes of the consumer and non-iconic figures used in advertising or product display. Expressly, this thesis investigates the use of the dual-congruity model; an additive combination of self-congruity and the ability to assess functional attributes of consumer goods (functional congruity); as a means of substitution for personal product experience in online retail environments. Notably, certain aspects of tangibility are lost in the online sales settings of physical goods including the inability to touch, trial, tangibly compare the functionality and quality of different products and receive goods concurrently with purchase. This hindrance triggers negative online shopping attitudes and behaviours among consumers. In specific context, the present research utilised the dual-congruity framework to test the online shopping effects of body size congruity between the consumer and clothing model. The effects of fashion model body sizes are often addressed from a mental health perspective in extant literature, and very rarely acknowledged from a business standpoint. Online clothing web sites often feature clothing models that are much slimmer than the average population based on the untested principle that appealing to consumers’ ideal body size yields superior business outcomes. However, this practice engenders body size incongruity between the consumer and clothing model, theoretically impairing the function of the dual-congruity model. This paper investigated whether appealing to consumers’ current body size would restore the dual-congruity model and in turn initiate superior online shopping outcomes contrary to current beliefs and practices.

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Created: Wed, 25 Feb 2015, 12:18:13 EST by Karen Morgan on behalf of UQ Business School