NEELEY SENIOR HONORS PROJECT/THESIS REGISTRATION

Neeley School of Business Due Date: This form is due in the NSSS in Rogers Hall 141 by the last day of classes the semester a year prior to graduation, e.g., if graduating in the Spring semester, the form is due on the last day of Spring semester of the Junior year. A copy of the form will need to be sent also to the Honors College (Scharbauer Hall 1016), Department Chair, and faculty sponsor. Students must secure an adviser and committee 4-5 weeks before this deadline. Students should be discussing their topic with the adviser in order to develop a solid research proposal. Once the proposal has been developed (and accepted by the adviser), the student must then obtain the required signatures. Please allow 2 weeks to get this accomplished since faculty are busy at the end of the semester. This form is important, and your work in completing this form will be evaluated as part of your overall thesis evaluation. You are establishing a professional, working relationship with your faculty advisor and committee members. Remember that they will be evaluating you on your professionalism, work ethic, and ability to meet deadlines. That evaluation begins with your work in completing this form. By submitting this completed form to the Neeley School of Business and John V. Roach Honors College, I am registering my intent to complete a Senior Honors Project/Thesis toward completion of Departmental Honors in Marketing. Academic Department (available for majors only; not minors) Name Emma Baird Address 3201 S. University Dr. Fort Worth, TX 76109 Phone # (512) 619-0174 Anticipated Graduation Date: ! December
" May

TCU ID# 107233227 Major(s) Marketing ! August Year 2015 Current Cum. 3.65 Projected Completion Date May 2015

Total Credit Hours Completed 88 Semester/Yr. of Enrollment TCU: Fall 2011/ Thesis: Spring 2014 Thesis Title Selling Beauty

Project Description: My topic of study will focus on analyzing the success of ads that use natural models versus digitally enhanced modes. In order to test this, I plan on performing an experiment involving women of sororities (ages 18-22) to test their perceptions of what advertisement they are attracted to. Once experimental data is collected, it will be analyzed to determine which type of advertisement is more successful and the variables of why this difference may exist will be theorized in my research with the support of scholarly articles. This topic is important because many companies are altering their marketing strategy in order to accommodate consumer demands for realistically proportioned models. As more companies move toward a culture of unaltered models (ex: Dove and American Eagle), it will be beneficial to determine whether this marketing strategy actually benefits a corporations bottom line. Learning Objectives: My main objective is to determine how a womans perception of a model used in an advertisement will affect her desire to purchase a product. Several companies are choosing to use natural looking models rather than digitally enhanced models. This decision has been driven by an outcry from consumers who are frustrated with the unrealistic proportions of models and the unachievable beauty models portray. Through my experiment and research I hope to determine whether digitally enhanced or natural looking models should be used in ads, focusing primarily on the benefit it contributes to maximizing profitability for a company. In addition, my main goal will be to determine whether companys who are responding to this are helping or hurting themselves based on the amount of a subjects desire to buy during my research and data collection.

Research Questions/Hypotheses/Problem Statement: From a womans perception, will an individual be more inclined to purchase a product that uses a digitally enhanced or natural looking model in the advertisement of the product? While consumers may appreciate a corporation who values natural beauty, are they more likely, less likely, or as likely to purchase that companys product with this advertising scheme?

Preliminary Review of Literature: Martin, B., & Xavier, R. (2010). How do consumers react to physically larger models? Effects of model body size, weight control beliefs and product type on evaluations and body perceptions. Journal of Strategic Marketing, 18(6), 489-499. Examines how a consumers weight control beliefs, a female advertising models body size, and product type influences consumer evaluations and consumer body perceptions The topic was important due to the recent controversy regarding the perceived thinness of models and the movement to incorporate more realistic sized models into advertisements (ex: Dove and Glamor) Defines the difference between internals and externals in terms of locus of control (LOC) Internals place a high emphasis on body size and healthy behaviors and believe they are in charge of their body size Internals may have negative attitudes towards people who are heavier Externals feel that their body shape is out of their control and therefore react more favorably to larger sized models The endorsers image should suitable match the product being advertised (ex: larger model for hamburgers, thinner model for salads) Endorsers can be effective when they exhibit values similar to that of the target audience Study found that internals prefer slim models (esp. in weight-controlling products) and externals showed no preference for slim or larger models Future research: determine the ideal body size in order to ensure that consumers are not incurring negative consequences Female-internals reported having a higher level of self-esteem after viewing the larger sized models Marketers should not discount the potential benefit of using a larger model in advertisements Bower, A., & Landreth, S. (2001). Is Beauty Best? Highly Versus Normally Attractive Models in Advertising. Journal of Advertising, 30(1), 1-11. Discusses the differences between Highly Attractive Models (HAMs) and Normally Attractive Models (NAMs) Research suggests that the match-up between product type and model beauty may be more important than the modes attractiveness alone Men perception of the use of HAMs vs. NAMs in products related to romance NAMs may be better spokespeople because they are perceived as more trustworthy than HAMs. HAMs may be perceived as being more credible Consumers perception of NAMs and their involvement with the product Pairing NAMs and HAMs with enhancing products Definition of attribution theory In their research they found that HAMs are well suited to pairing and with enhancing, attractiveness-relevant products but HAMs are not more effective than NAMs in ads for problem-solving products Authors mention that the generalizability in the finding is somewhat limited until the hypotheses are tested with regard to other products and under other conditions Dove Campaign for Real Beauty (2014). Retrieved February 22, 2014, from http://www.dove.us/socialmission/campaign-for-real-beauty.aspx

Overview of Doves campaign for Real Beauty Implemented after a survey was conducted which showed only 2% of women worldwide who identified themselves as beautiful Breakdown of The Dove Beauty Campaign over the years In the most recent study provided by the article (2011), 4% of women worldwide

Other Readings: Lynn Stephens, D., Paul Hill, R., & Hanson, C. (1994). The Beauty Myth and Female Consumers: The Controversial Role of Advertising. The Journal of Consumer Affairs, (28)1, 137-150. Dion, K., & Berscheid, E. (1972). What Is Beautiful Is Good. Journal of Personality and Social Psychology, 24(3), 285- 289. DAlessandro, S., & Chitty, B. (2011). Real or Relevant Beauty? Body Shape and Endorser Effects on Brand Attitude and Body Image. Psychology & Marketing, 28 (8), 843- 871.

Method of Study: In order to form a reliable conclusion to my research question, I will be creating an experiment. My subjects for the experiment will be sorority members of Texas Christian University. In the experiment, each woman will be shown a series of advertisements and asked to pick between two options. In order to mitigate variables from advertisements, the visuals will be altered to appear identical so the only variables are certain features of the models appearance. Models used in the experiment visuals will share similar characteristics (hair color, lip stick, etc.) in order to eliminate variables that are not being tested. In addition to the primary experiment, interviews could be used as a follow-up to the study in order to understand the underlying reasons participants chose one advertisement over the other

Description of the End Product of Study: At the end of the study, I hope to determine whether college women (ages 18-22) are more inclined to purchase items that are advertised with digitally enhanced models or unaltered models. After the completion of my final thesis paper and presentation, I hope to be nominated for the Boller Award. In addition, if my research provides new information that could benefit future companies by increasing their profits, I would like to attempt to have my experiment published.

Time Schedule: By December 2014, I need to have my literature review and introduction completed. In addition, all materials for data collected need to be completed during the fall in order for testing to begin Spring 2015.

APPROVALS

We agree to serve on the committee for the above-described project:

Project/Thesis Committee 1. Supervising Professor 2. Committee Member (in-department) 3. Committee Member (out-of-department) Name Printed Dr. Stacy Landreth Grau Dr. Bill Moncrief Dr. Jackie Lambiase Signature Date

I accept this committees membership and the project:

Name Printed 4. Department Chair Dr. Bill Moncrief Dean George Low Dean Lynn Muller Signature Date

5. Associate Dean, UG 6. Assistant Dean, NSSS

After I have completed and submitted my Senior Honors Thesis, I herewith give the John V. Roach Honors College permission to place it in the Mary Couts Burnett Library, where it will be available to the public. Students signature Emma Baird Date 4/7/14

INSTRUCTIONS: 1. Seek assistance of an eligible professor with whom you would like to work. 2. Complete this form, describing the project you plan to undertake. 3. Gain approval and signatures as specified on this approval page, in the order presented. 4. Distribute copies to the NSSS, Honors College, Department Chair and Faculty Sponsor. 5. Secure permission from an appropriate department and enroll in XXXX 40003 class of your Faculty Sponsor. 6. Complete your thesis work following current Neeley School and Honors College guidelines for Honors Thesis Completion.