Den oretuscherade sanningen - En oretuscherad modells påverkan på konsumenters CSR-uppfattning, attityder och köpintention

Sammanfattning: Within the subject of retouching there is an ongoing debate about whether fashion retailers should retouch their ads or not. There has been a large amount of criticism to the communication of stereotyped beauty ideals that is used by companies in their marketing. The stereotyped ideals also contribute to negative psychological effects among people. As a response to the criticism, or as a way to differentiate one-self from competitors, retailers are starting to use unretouched models in their advertising. How this affects the consumer's perception of CSR along with the attitudes and behaviors is still unknown. This paper contributes to the insufficient research within the area of retouching by investigating the effects of an unretouched model on consumer perception of CSR, ad attitude, brand attitude and purchase intentions. The results showed that an unretouched model together with a written message, communicating the absence of retouching, was perceived as a CSR-initiative and had a positive effect on ad attitude as well as brand attitude. However it did not affect consumer purchase intentions.