Relationship between Consumer Perceptions and Brand Preference in Photoshopped and Non-Photoshopped Online Fashion Advertisements

Abstract

<p>Photoshop, a digital alteration software, is a common tool in the fashion industry due to its capabilities to enhance models in advertising photographs. The act of digitally altering the appearance of models in advertisements can be controversial as it promotes a certain ideal standard of beauty. Though consumers have different preferences regarding photoshopped and non-photoshopped images, viewing these digitally-enhanced advertisements can affect a consumer's body image, self-esteem, and their relationship with the brand itself. The current research analyzed consumer perceptions of online fashion advertisements by examining body image, online visual media literacy, self-esteem, self-congruence, brand image perception, image preference, and brand preference.</p>