Melanie York

Breast Size in Advertising Melanie York

With the continuous increase in breast augmentation surgeries, accompanied by numerous women's dissatisfaction with their current breast size, it is beneficial to consider the impact model breast size in advertisements, as well as breast size satisfaction, may have on consumers. The present study was undertaken to explore the effects of varying breast sizes in a print advertisement and women's breast size satisfaction on their attitude toward the ad, attitude toward the brand and purchase intention.