Prior research has demonstrated various effects of exposure to thin-idealized models in advertisements on consumers' product evaluations. Although this past research provides important insights, it does not take into account that many of these thin-idealized images have been digitally manipulated. The present work studies the consequences of disclosure of this digital manipulation and the process consumers engage in when evaluating the brands responsible for these advertisements. We demonstrate that retouched advertisements may, contrary to conventional wisdom, have favorable consequences. Indeed, we show that individuals have more favorable brand attitudes for retouched (vs. unretouched) ads when retouching is disclosed (vs. undisclosed). We show that disclosed retouched ads utilize a two-sided persuasive appeal, therefore leading consumers to evaluate the brand more favorably. We replicate this effect and explore attractiveness-relevant products and type of disclosure as boundary conditions.
K E Y W O R D Sadvertising disclosure, attractiveness-relevant products, digital manipulation, mandated disclo-
sure, persuasive appealsThe girl in this photo has not been retouched! the real you is sexy! American Eagle's lingerie line, Aerie Advertising Campaign
PurposeDespite major market-orientated reforms to enhance the competitive advantage of Russian domestic firms, the antecedents and consequences of frontline employee (FLE) customer orientation (CO) remain poorly understood. Acknowledging this paucity of research, the authors draw upon a hierarchical model of personality to examine personality trait determinants of CO and job performance in the context of the Russian financial services sector.Design/methodology/approachData was collected from 186 FLEs using a self-administered survey questionnaire and analyzed using AMOS.FindingsThe results identify which basic personality traits matter in translating FLE CO behavior into higher job performance in the Russian retail-banking sector.Research limitations/implicationsLimitations of the study include the generalizability of the findings within one organizational context. Future research should examine whether the found associations hold true for FLEs working in other service sectors in other parts of the country.Practical implicationsStudy findings differ significantly to Western-based research and provide valuable insight into the process that motivates Russian FLEs in a commercial retail setting to perform better in their jobs.Originality/valueThis is the first empirical study that employs a hierarchical model of the effects of basic personality traits on FLE CO and job performance in a former socialist/communist economy. We also advance existing research on FLE CO by distinguishing between two types of CO behavior. Findings provide an understanding of those personality traits that affect the ability of Russian FLEs to better satisfy customer needs and to interact and serve customers in an enjoyable way.
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