Imagining thin: Why vanity sizing works

Vanity sizing, the practice of clothing manufacturers, whereby smaller size labels are used on clothes than what the clothes actually are, has become very common. Apparently, it helps sell clothes—women prefer small size clothing labels to large ones. We propose and demonstrate that smaller size labels evoke more positive self-related mental imagery. Thus, consumers imagine themselves more positively (thinner) with a vanity sized size-6 pant versus a size-8 pant. We also show that appearance self-esteem moderates the (mediating) effect of imagery on vanity sizing effectiveness—while vanity sizing evokes more positive mental imagery for both low and high appearance self-esteem individuals, the effect of the positive imagery on clothing preference is significant (only) for people with low appearance self-esteem, supported by the theory of compensatory self-enhancement.Our suggestion of simple marketing communications affecting valence of imagery and consequent product evaluation have implications for many other marketing domains.     

Language and the Symptoms of Mental Illness Connection via Abstract Representations of the Self and the World

Abstract

The aim of the present study is to provide additional knowledge about the mediatory processes through which language contributes to the symptoms of mental illness. Although recent studies have provided insight about the relationship between language and the indicators of mental illness, the role of intervening variables in this connection has been ignored. The present investigation tested a structural equation model in which the need for the absolute truth about self and worry mediated the relationship of the gap between inner psychological experience and language with anxiety and depression. The results have provided support for the model and showed that the gap predicts both the need for absolute truth and worry which, in turn, predict the levels of anxiety and depression. The results have been discussed in the light of previous research, and implications for future research have also been considered.     

An application of visual interactive goal programming: a case in vendor selection decisions

This article presents the vendor selection problem of the hydraulic pump division of a US original equipment manufacturing company. The division wants to identify appropriate vendors and allocate purchase orders among them while minimizing product acquisition costs and maximizing total product quality and delivery reliability. Visual interactive goal programming is used as a multi‐criteria decision analysis tool. Interaction with decision makers during the model building and solution process, and implications are discussed. Copyright © 1999 John Wiley & Sons, Ltd.